I understand niche marketing, but I find the notion of limiting distribution by ethnicity to be a bit troubling.

Nike today 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.

However, let's be honest -- it would be nice if Nike would market such shoes for a more general population. I've never been able to buy Nike shoes because I have very wide, taller feet than their product is designed to fit. Indeed, there are only two brands of athletic shoes that fit me comfortably -- and not even all the styles from those companies. I'd love to be able to get shoes designed to actually fit my feet -- a particular concern for me in light of my diabetes -- if only they were on the market. Maybe someday Nike will be interested in making shoes that fit me and other non-ethnic Americans who need a bigger shoe.

Posted by: Greg at 10:19 PM | Comments (2) | Add Comment
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