Nike has launched the N7 Fund, which "provides grants to Native American and Aboroginal communities in support of sports and physical activity programs for youth." Seven years after Nike’s Native American division began, the Nike design team collaborated with various community experts and tribal leaders to create footwear specifically for the Native American community, called Nike Air Native N7.
In a recent university news story, the University of New Mexico (UNM) announced its partnership with Nike N7 as part of a celebration and recognition of American Indian Heritage Month this November. This is a strategic move on Nike's part to not only partner with UNM but to publicize this partnership during November right before Thanksgiving Day.
According to the article, "As part of its partnership with Nike N7, the Lobos will wear turquoise, the color of friendship and one of UNM’s official school colors from 1973-79; on November 30th and be the final N7 game of American Indian Heritage month. This game will feature special presentation of colors by the Laguna-Acoma High School Marine Corps JROTC; singing of the national anthem in Navajo by current UNM student Stacie Barney; a pregame recognition of tribal leaders; and halftime recognition of Notah Begay III, a native New Mexican and Nike N7 ambassador.
In addition, UNM American Indian Student Services and the Notah Begay III Foundation (NB3) will be auctioning off the 14 game-worn turquoise jerseys throughout the game with proceeds going to both organizations. The jersey auction will start when gates open and close with 10 minutes to go in the 2nd half."
Currently there are 19 Pueblos living in New Mexico. They include the Acoma, Cochiti, Isleta, Jemez, Laguna, Nambe, Ohkay Owingeh, Picuris, Pojoaque, Sandia, San Felipe, San Ildefonso, Santa Ana, Santa Clara, Santo Domingo, Taos, Tesuque, Zia and Zuni); Jicarilla Apache Nation, Mescalero Apache Tribe, and the Navajo Nation.
In reference to our class readings, we discussed diversity and multiculturalism in relation to corporate social responsibility (CSR). Here, Nike is utilizing its CSR platform to exemplify its commitment to diversity and a particular community.
Despite Nike's goodwill, it sounds counter intuitive for the company to be pushing the N7 Fund when it has been accused of human rights violations in China, Vietnam, Indonesia and Mexico (www.globalexchange.org).
According to Global Exchange, an international human rights organization dedicated to promoting social, economic and environmental justice around the world, they do praise Nike's efforts to raise the Indonesian wage and improve health conditions. However, Nike still has a long way to go to meet the anti-sweatshop movement's call for companies to pay a living wage, allow independent monitoring in all factories, and ensure that workers have the right to organize into independent unions."
Based on this article, what do you think of Nike's CSR strategy? Is it a world apart from addressing real issues, or is their strategy smart in regards to recovering from past human rights violations?
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