Here is the copy:

THIS IS AN ULTRA-LIGHT, TOTALLY VENTILATED,
UNOBSTRUCTED LOOK AT THE IMMEDIATE FUTURE.
IT IS A FOG-FREE, UV-BLOCKING PREVIEW OF THE
GROUND THAT IS SOON TO BE RACING BENEATH
YOUR FEET. IT IS EYES-ON-THE-PRIZE PROOF
THAT WHAT’S BEHIND YOU JUST DOESN’T MATTER.
ODEON EYEWEAR AND OTHER TOOLS FOR BETTER
RUNNING AT NIKERUNNING.COM

At the bottom of the page is reads:

THIS IS NOT A PAIR OF SUNGLASSES.

Nike can create images and emotions around their products like few else can.

If the copy alone worked on you, you can go take a look at Nikerunning.com, but they are all sold out. Must have worked pretty well.