Nike Goes Native

Fight disinformation: Sign up for the free Mother Jones Daily newsletter and follow the news that matters.


I waited a couple of days to blog about Nike’s new shoe for Native Americans, thinking some sort of backlash would reveal itself in the form of a few web posts, but alas I’ve seen no scathing critiques. What gives?

Nike this week unveiled what it said is the first shoe designed specifically for American Indians, hoping to promote physical fitness in a population with allegedly high obesity rates. The shoe, the the Air Native N7, is designed with a larger fit (a “taller shoe”) for what Nike says is a distinct foot shape of American Indians, and has a “culturally specific look” to it (They look like shoe designs from the 70s to me). Tribal wellness programs and tribal schools nationwide can purchase the shoe at wholesale price ($42.80) and then pass it along to individuals, often at no cost.

All of the articles I found today (USA Today, Fox News, MSNBC, Boston Globe) were reprints of the original AP story, which essentially reads like a press release promoting the socially-conscious folks at Nike. I did track down some good fodder in the blogosphere. On the Huffington Post, Milwaukee Dan wrote: “Wow, how nice. After stealing their land, destroying their culture and shoving them on to “reservations,” Nike is going to give them a shoe made by slave labor in China. That’s so American.”

Raising awareness about the issue of high obesity levels of folks living on tribal lands sounds like a great idea to me, but I’m not exactly jumping up and down just because Nike came up with an affordable shoe with added toe room. Hopefully by Monday some real dialog will surface.

MOTHER JONES NEEDS YOUR HELP

We have about a $200,000 funding gap and less than a week to go in our hugely important First $500,000 fundraising campaign. We urgently need your help, and a lot of help, this week so we can pay for the one-of-a-kind journalism you get from us.

Learn more in “Less Dreading, More Doing,” where we lay out this wild moment and how we can keep charging hard for you. And please help if you can: $5, $50, or $500—every gift from every person truly matters right now.

payment methods

MOTHER JONES NEEDS YOUR HELP

We have about a $200,000 funding gap and less than a week to go in our hugely important First $500,000 fundraising campaign. We urgently need your help, and a lot of help, this week so we can pay for the one-of-a-kind journalism you get from us.

Learn more in “Less Dreading, More Doing,” where we lay out this wild moment and how we can keep charging hard for you. And please help if you can: $5, $50, or $500—every gift from every person truly matters right now.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate