By Tom Ryan
On Tuesday, Nike unveiled the Air Native N7 - its first shoe specifically designed for Native Americans - with the stated goal of promoting physical fitness among a population with higher-than-average rates of obesity and adult-onset diabetes.
The Air Native N7 will be available at cost to tribal organizations and schools, which will distribute them.
Nike said the design was based on research that involved 224 Native Americans, which concluded that Native Americans had wider and higher feet than the general population. Jeff Piscotta, senior researcher in Nike's Shoe Research Laboratory, told the Oregonian that company researchers have developed a similar custom fit shoe design for Japanese runners, and as part of the run-up to the 2008 Olympics are researching the feet of Chinese athletes to produce a better fitting product.
But the Air Native N7 also plays on several Indian motifs, 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.
N7 refers 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 release was tied to Tuesday's National Indian Health Board consumer conference in Portland and featured a tour for the media and conference attendees of Nike's secretive sports research lab.
Nike said the shoe reflects its long commitment to Native Americans and addresses health problems on tribal lands, where obesity, diabetes and related conditions are near epidemic levels in some tribes.
"Through the Nike Air Native N7, we are stepping up our commitment to use our voice on a local, regional and national level to elevate the issue of Native American health and wellness," said Sam McCracken, manager of Nike's Native American Business program. "We believe physical activity can and should be a fundamental part of the health and wellness of all Native Americans."
Native American health officials and business people praised Nike's efforts, saying the shoe represents a good cause that can also generate good public relations.
"There's a cachet to doing things in Indian country," Walter Hillabrant, managing director of Native American Capital, a venture-capital firm based in Maryland, told the Oregonian. "It's a good, helpful, promotional thing."
Dr. Kelly Acton, director of the national diabetes program for Indian Health Services, said she was dubious about working with a corporation at first but was delighted with the result, saying Nike "bent over backwards" to design a shoe and respect public health needs.
Paul Swangard, managing director of the Warsaw Sports Marketing Center at the University of Oregon, told the Associated Press the launch reflects Nike's close ties to its customers and athletics.
"It reinforces the core of the Nike brand, which is: If you have a body, you are an athlete," Mr. Swangard said.
Discussion Question: Can a business case be made for Nike designing custom made shoes to help Native Americans overcome health issues? What does this say about the potential for customization as well as goodwill creation? Do you have any issues with Nike singling out Native Americans for assistance and not other ethnic groups in the U.S.?