First "Air Jordan," Now "Air Native"

Nike Unveils First Shoe Designed Specifically For American Indians

(AP)  Nike on Tuesday unveiled what it said is the first shoe designed specifically for American Indians, an effort aiming at promoting physical fitness in a population with high obesity rates.

The Beaverton-based company says the Air Native N7 is designed with a larger fit for the distinct foot shape of American Indians, and has a culturally specific look. It will be distributed solely to American Indians; tribal wellness programs and tribal schools nationwide will be able to purchase the shoe at wholesale price and then pass it along to individuals, often at no cost.

"Nike is aware of the growing health issues facing Native Americans," said Sam McCracken, manager of Nike's Native American Business program. "We are stepping up our commitment ... to elevate the issue of Native American health and wellness."

Nike said it is the first time it has designed a shoe for a specific race or ethnicity. It said all profits from the sale of the shoe will be reinvested in health programs for tribal lands, where problems with obesity, diabetes and related conditions are near epidemic levels in some tribes.

Nike designers and researchers looked at the feet of more than 200 people from more than 70 tribes nationwide and found that in general, American Indians have a much wider and taller foot than the average shoe accommodates. The average shoe width of men and women measured was three width sizes larger than the standard Nike shoe.

As a result, the Air Native is wider with a larger toe box. The shoe has fewer seams for irritation and a thicker sock liner for comfort.

Jerry Bread, outreach coordinator for the Native American Studies program at University of Oklahoma, said the idea was "fantastic" and addressed a core issue for tribes, though he was skeptical that the feet of people from so many tribes could be so similar.

"It's an excellent gesture and I know it will get a lot of support from tribal people," Bread said. "We stand to profit from it in our physical health and well being."

Dr. Kelly Acton, director of the national diabetes program for Indian Health Services, said she was dubious of working with a corporation at first but said she was delighted with the result, saying Nike "bent over backwards" to design a shoe and respect public health needs.

The N7 name is a reference to the seventh generation theory, used by some tribes to look to the three generations preceding them for wisdom and the three generations ahead for their legacy.

The design features several "heritage callouts" as one product manager described it, including sunrise to sunset to sunrise patterns on the tongue and heel of the shoe. Feather designs adorn the inside and stars are on the sole to represent the night sky.

The company anticipates selling at least 10,000 pairs and raising $200,000 for tribal programs. At $42.80 wholesale, it represents less of a financial opportunity than a goodwill and branding effort.

"The reason I like it is that, even if there's not a big Native American market, it gives people the impression there is a constituency that deserves attention," said John Dickson, a member of the executive council of the Native American Leadership Alliance in Washington, D.C.

Paul Swangard, managing director of the Warsaw Sports Marketing Center at the University of Oregon, said the product reflects how Nike does business.

The company prides itself on designing specifically for certain athletes and having close ties to its customers. Nike has been involved with the tribal community for years, supporting tribal athletic teams, events and other social initiatives.

"It reinforces the core of the Nike brand, which is: If you have a body you are an athlete," Swangard said.

[cheyenne49er]

I''m a Native American from the Cheyenne tribe. Like alot of folks here, I am flabbergasted at Nike''s poor attempt to seem humble and goodwilled. And I am especially appalled at the fact they even added stars and feathers to the design!!

Nike has an extended range of styles and specific usage-wear shoes for nearly every sport. Should we assume because the NBA is largely made up of African Americans that Nike should draw pictures of chitlins and afro-related designs on those shoes?!

This is utter biggotry in consumer form. Why didn''t Nike just market those shoes as diabetic shoes and offer extended sizes in an array of colors and designs? I''m sure there are many people in all shapes, sizes, races, ethnicities, & cultures with abnormally large and wide feet who could appreciate a specifically designed shoe.

Now Nike, you have a problem on your hands... You have discriminated against African-Americans, White Americans, Chinese Americans, Mexican Americans, and all other Americans who you have left out in your goodwilled design project. I wonder if all your "earned" goodwill will push your brand forward as you wished. Especially when all the other Americans come to the realization that they were left out and decide not to buy your already low-quality shoes.


From a REAL Native American

[gunnerv1]

One word... Pandering

[olebd]

If they really want to honor them, how about making them in the USA?

Buy New Balance.

[Krazcarl]

What is the matter with you people a co. trying to do some good and yes make a few bucks and get thier name around and all you do is critisise this is a good thing they plan to donate profits to indian causes remember we stole there country, I''ve never heard of anybody doing anything for the indians I think this is good by the way I wouldn''t buy older white mans shoes.

[extremophil]

When they make a Nike for fat caucasian bald guys, I''ll be there with my wallet.

Anything that can be done to help any race of people become healthier or understand their disease is a blessing. Here is an exerpt from an article I read about native american obesity that I think is interesting.
The "thrifty gene" hypothesis suggests that obesity results from the introduction of a continuous and ample food supply to people who have developed, through evolution, the ability to store energy efficiently, permitting survival through millennia of feast-famine cycles. Historically, for many American Indian tribes, periods of plentiful food alternated with periods of famine. Neel hypothesized that individuals predisposed to diabetes were able to survive by storing surpluses of energy as fat during plentiful periods and using energy more efficiently during times of food scarcity. With dramatic environmental changes, food became more consistently available and lifestyles became more sedentary. The thrifty gene that had been an asset became a liability with the consequential increase in the incidence of obesity. Thus, obesity may be related to a thrifty metabolism. (Neel JV. Diabetes mellitus: a "thrifty" genotype rendered detrimental by progress. Am J Hum Genet 1962;14:353%u201362.)

[jstovson]

I can''t believe this, where are my air-finlanders or my husbands air-norwegiens. Are indians the only people who have health problems (by the way I''m indian too) I would like to see some caucasian pride too. We wonder where all the fighting and hate comes from. I think this is a joke.

[Krazcarl]

itgrammy you didn''t read the article it clearly stated they were 42.80. I''ve been suckered love to have a pair of these sneaks have Indian in my ancestory but it was way back. Great marketing approach guess thats why there rolling in the cash.

[itgranny]

Hmmmm....they didn''t mention the price. Or which tribes these will go to. My guess it they will only be found in the casino reservations. The others won''t be able to afford them.

[dawnn77]

we would like to see this n7 shoe from nike come to first nations natives in canada to like walpole island ont and i think this shoe should be avalible to all first nations in north america can some one please email some info to [e-mail] thank you mildred sands walpole island first nation