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Join The Urban Rez for an exciting journey that dives into the intersections of culture, sports, and lifestyle with a fresh, global, inclusive perspective. Each 30-minute episode brings a unique blend of conversations, stories, and interviews that explore the passions and experiences that define our lives.
Wesley Knight 0:00
This is a Kun V studios original program. The content of this program does not reflect the views or opinions of 91.5 jazz and more the University of Nevada, Las Vegas, or the Board of Regents of the Nevada System of Higher Education.
Marcus White 0:14
The urban RES is underwritten by Southwest gas. Since 1931 southwest gas has been committed to serving the communities we live in. Employees actively volunteer for and support organizations and initiatives that make our communities better places To live. For more information, SW, gas.com,
Music 0:42
you a prank.
Marcus White 1:16
And good morning, everybody. Happy Sunday. Hope that this morning is off to a great start. We have a awesome we have an awesome show for you. We have a a VIB, a VIP guest, Mr. Sam McCracken, Dr B, it's so exciting to have Sam here absolutely
Dr. B 1:36
and I just would like to give a background on Mr. Sam McCracken. Sam McCracken is the general manager and visionary behind Nike in seven program and the n7 fund dedicated to improving health and wellness in Native American communities through sports and innovation, a proud member of the Sioux and Assiniboine tribes. Sam began his Nike journey in 1997 and quickly became a driving force for indigenous representation and empowerment. He's led over 25 unique in seven product collections and has earned numerous awards, including the Bowerman award and recognition at the swab Foundation's Social Entrepreneur of the Year, McCracken continues his aspiring commitment to positive change for Native American and indigenous communities. Wow, Sam, I'm a huge fan. Nike is such a huge brand globally, and for you start a career in this space and start the whole Nike and seven projects. What an accomplishment as an Indian Country. Super proud of you. Tell us how you started your journey.
Sam McCracken 2:56
Wow. Welcome. Thank you for welcoming me, and it's amazing to be here this morning. Ya, ya P Doha. I come from the ascendable and Sioux people on the Fort Peck Indian Reservation. My journey really started very from a humble beginnings of the fact that, you know, just looking for employment, and the West Coast distribution center for Nike was hiring in Wilsonville, Oregon. I applied, prior to working at Nike. I was a quote, unquote, certified forklift driver, OSHA certified, and so I applied, and through the credentials that I had, I got hired. And it was a few about a month and a half into, you know, starting my role, the human resources director for the United States at Nike reached out and said, Hey, we're looking for some leadership in regards to our Native American employee network. And now Nike celebrates diversity through our employees. And I really didn't know what that meant, but that really spearheaded the opportunity to write the one page business plan that now we all know today. In 2025 as Nike and seven started in 1998 with me writing, working on how we can really affect the lives of our indigenous communities through health promotion, disease prevention is the foundation of how seven started,
Marcus White 4:23
that's great. So what inspired the leap from from there to leading social impact programs?
Sam McCracken 4:31
What inspired it is as I really started to feel the impact that the work was having in tribal communities, and I'll share a story, the Health Promotion disease disease prevention coordinator from the Fort Peck tribes, had just received a grant. It's called the special Diabetes Program for American Indian Alaska Natives. And some language in that grant really talked about how you incentivize people. And her methodology was that she could use Nike products. It to incentivify her constituents needed to get to address the complications of type two diabetes with incentivizing them with Nike product. And so that really kind of started the movement forward. And then from there, you know, it's just started to snowball take a life of its own. And, you know, I couldn't. I could never imagine today, as we sit here, that the accomplishments that have happened that was never part of the original vision. It was just me being authentic to not only our community, but but to myself, that
Dr. B 5:35
I'm really loving the disease prevention and wellness aspect as I'm involved in healthcare initiatives as well, and it's very important for Indian Country. When people think of large corporations, it can be very intimidating to think to work and develop such a program in a big corporation type of space. Can you let us know if you face any challenges in trailblazing this initiative and and also some advice for a lot of folks out there who work for have an idea, and just some guidance uniqueness of
Sam McCracken 6:16
what was created through my entrepreneurship at Nike. You know, I was an entrepreneur. I was an entrepreneur because they gave me permission to to run a business internally. It really started off as a business. I'm a as an indigenous person. I'm naturally a storyteller. So you'll, you'll find me telling stories that relate back to the question, and I'll share a story like the first day that I sat at my desk, I was in the Nolan Ryan building, third floor sea wing. I could so people who have been to the Nike campus might be familiar, wondering what the heck I was going to do. I wrote a business plan. Had no idea. I don't have a business background. I worked in distribution, and so I was just trying to figure it all out. I was slipping through a footwear catalog, and there's a picture of Michael Jordan in the catalog, and the picture happened to be snapped from the game against the Utah Jazz when Michael had the flu. And this picture of sweat pouring down his face, you can imagine really, really, this very distinct a stair of determination that he was going to finish, and he was going to play and he's going to play well, and he's going to win. And I called that to me in my eyes of determination. So I took that that out, and I plugged it on the wall, right in front of my thing, because at that point in time, I realized that I was no longer working for Nike. I was working on behalf of my community because I instigated a business plan, and Nike approved the business plan, and they approved me to move forward. But if I were to fail, I was going to fail on the, you know, 5 million indigenous people across that now, because I wrote that plan, had access to the largest support to fitness, right of the world. So it changed my mentality on how I operated, because I was now working on behalf of my community. I wasn't working on my family or, you know, just most people go to work, and they work to make a living. I was working. I had a different mission, a mission and different vision for the work that I wanted to do. So as I looked at and I give that advice, I was just like I talked to a lot of our young employees in the corporate space, and I tell them to make sure that they they have a purpose behind why they're working. And I had definitely had a purpose. I had a whole community of people that I cared an awful lot about, that I grew up in, and I just wanted to make sure I didn't fail. So that's kind of my guidance to them. It would be, you have a purpose, and my purpose was my community.
Marcus White 8:41
So I and I think that's that's really, really a great advice, especially for our youth that are coming up, you know, and especially in Indian country, it's a lot of times, when speaking with some of the young folks, again, they think that this instant gratification, things happened like right away, and it's like, no, you got to have a vision. You got to write it down, make it plain. But yet, there are steps to that. You have to make it over to to get to your vision. And so, speaking of vision, the Nike Air native and seventh year was groundbreaking. What challenges did you face in bringing such a specialized product to market? That's
Sam McCracken 9:21
a great question. And I think again, reverting back to my story, it happened organically. It happened because in 2003 in order to get the program to expand to more communities, you know, health promotion, prevention, I work with some public officials in DC to create a memorandum of understanding. And at that point in time, the Indian Health Services had never had a public, public, private partnership with a corporation. So it was new venture, new time. So I always tell folks, first time in the history of United States, a for proper company, Nike, a government agency, the Indian Health Services work together. Other to advance and better the lives of indigenous people. And so that was really the cusp. So when, when that MOU came about, it the buzz was internally. And the mission statement for Nike is to bring inspiration and innovation to each and every athlete in the world. If you have a body, you're an athlete with asterisk by athlete. So I took a little bit of that thought and came to light that our Nike sports and research lab was working on a project to alleviate the complications of neuropathy. You know, had neuropathy, and they knew that we had this MOU, so we leveraged that MOU to go out into our tribal communities and scan feet of the folks who had neuropathy. And what could we what kind of innovation could we bring to to help them alleviate some of the complications they have so they can be more physically active, and that from that document, Don a sneaker called the air native and seven the challenges. And internally, you know, we wanted to do it. We wanted to do it. I think the folk, the doctors from the pediatric doctors from I just wanted to do it. So we just, we came together in a room and we figured it out. And today, even even today, that shoe is only available for hpdp programs across the United States through a web based tool called nike.net so that's the only place you can get that up. Is really targeted for the community.
Dr. B 11:26
Wow, you brought up a lot of points. You know, my background is in health, and especially public health, and in the early 2000s I used to work for National Institutes of Health directly for their diabetes prevention program, specifically working with the Gila River, Salt River communities in Phoenix area. And through our diabetes prevention program, we work with a lot of community members. And I remember specifically we ordered them the Nike and seven shoes if they went through this program successfully, and they decreased their glucose levels and their cholesterol levels as well, we would incentivize them with the Nike in seven shoes. And so this was one of my first experiences, seeing how Nike and seven has been very involved in disease prevention. So it's really nice to hear how all these came to be, and based on the work that you do, what's one of the most memorable moments that you have experienced?
Sam McCracken 12:37
Um, can I share a few Absolutely you. I think when we launched the air native in seven, it's on 920, 5007 Health Board was in Portland, and some of the long story short, on that Saturday night life and my my my phone in my pocket on this island is vibrating. I didn't understand why, so I looked at it and it said, one of my relatives said, hey, they're talking about you on Saturday live. So I went back. We have, we recorded Saturn, my wife last Saturday Night Live. So we recorded it. And I went, we only watched it, and it was really, it was Amy Poehler, and the, basically, the tagline was, Nike comes out with the shoes specifically for Native Americans. So Are we cool? Now, that was a line and not a picture of me holding the shoe. So that part, that memory will always stick with me, that my fit, my least, my face got on the on Saturday Night Live, and that, you know, there's other memorable ones of, you know, chasing down notable gay the third at a golf tournament because I needed him to come be part of the program. I needed an athlete to help support the vision. You know, those are all memories of for mine through my career, and I've met many of many athletes throughout the career, but I think most importantly is when my my fondest memories, when you go into community and that you see the kids excited. Vision was that I had for this program, and they're excited to see they're excited to see me come in so because I said in Beaverton Oregon, not a lot of native kids in Beaverton Oregon, so you really don't feel the impact of your work until you go in community. When you go in community, then you get to feel it. And it just drives me even more to do great work. That's awesome. The
Dr. B 14:19
urban RES is underwritten by United natives, a National Native American nonprofit that focuses on mental health, including youth sports camps. United natives can be contacted at their website, at United natives.org
Marcus White 14:32
so let's stay on the topic of the memorable moment. So the Nike and seven emphasizes the physical activity as a vehicle for community wellness. Can you share a particular memorable moment where you saw firsthand the impact of your initiatives?
Sam McCracken 14:50
A couple of, couple of them, one, if when we talk about product in 2009 I came up the concept. May. To create a collection. And if you think about back in that time 28 then there wasn't a lot of the brands that are out there now. And kudos to all those amazing fashion brands that are out there, different ones that are out there, you know, their fashion shows all over now, with indigenous designers. And when I when back in that time, there wasn't none of that. There was maybe me, Stephen Paul Judd, had a little stuff going on over there, and and, and we got to a point where I we used one of our signature athletes. I asked Kevin Durant was playing for the Oklahoma City Thunder at the time, if we can indigenize one of his sneakers. And so we work with a designer, indigenous designer, and we got the shoot. So it's it's the KD four, and the first time I realized that we're making an impact is I went to the Oklahoma City Nike store, and we were doing an event there, and had DJ MC one was doing his playing his music. And there's a line of people lined up all around the store to get the end seven KD force. And to me, I was just like a pinch me moment to know that some a concept, an idea that I some of my colleagues and I shared together, and it came to life, and to see those individuals line up to buy that sneaker, and the news cameras were there, you know, filming the interviewing people and so on so forth. So that's, that's one moment and and I'll share the second one was when I was approached by the Jordan Brand to do a collaboration with, with Jordan. So we did in 2000 I would say 11. We did Jordan Retro seven and seven, hard to find stock X maybe, and then a retro one was part of the collection. So that collaborative partnership with Jordan, we've done three or four now, but those are ones that are really memorable. Because, you know, before there was n7 I was an Air Force, one Jordan guy. That's what I wore. That's why I represented myself, that's how I showed up. And yeah, so there's a couple memories that I love to share with
Dr. B 17:09
during that time.
Sam McCracken 17:12
No, I think I've met Michael at an event, like shake his hand, but I haven't really talked much time with him, but the folks who run the brand, I know quite well that's
Dr. B 17:21
amazing. You're speaking my language. Sam with sports and sneakers and you know, just the whole sports vibe. Absolutely love it. Um, so you know our organization, you came to our event, we recognize you at our second annual United native sports Gala, and just such well deserved for you to be recognized in the all that you have done. I have a question. Our organization has worked with some Nike and seven ambassadors such as Shila, laboe, Janae cast in a void and Shaina prowess. Me as a former native Hooper, I know back in my tenure, we didn't really have the opportunities to work with big brands. How, how intentful Have you been in working, especially with indigenous female athletes, and in this space,
Sam McCracken 18:25
you know, I'd like to share kind of how that all came about when we launched that first collection in 2009 November of 2009 we lost. We launched our first product collection. And one of the things I was really adamant about having imagery in the Nike stores of indigenous athletes. So that's how that all came about, and then having people see that first collection we actually did. The first collection was actually, actually a model call at the small, little salt river Pima gym we had, we rented out the gym, and we did a model call in the very first collection, which was indigenous athletes, just amateur athletes that came for a model call, and they selected some of them to to be part of the campaign. And then from then on, they started coming to me. They started coming to me. So that's the beauty of what we've the platform we've created within seven for athletes, is it gives them an opportunity to amplify their voice on things that are important to them. I'll use an athlete by the name of Lauren Schad. She played professional volleyball in France, played at the University of San Diego. Missing and murdered indigenous women and Two Spirit people were really important to her, and we were able to give her that platform by having her inspire our collection of products and put it build that story around what she was, what was important to her as an athlete. And I think that as we continued, we started to do that more and more more athletes were coming to us and saying, how do we become part of your your story, your journey, the movement, which is now called in seven. So I think the. That was the custom of the beginning of it, and then the most intentional one was Alyssa peely, which Alyssa was, was someone that I really had conversations internally about how important she would be for young girls who want to play sports. And me being raised by a single mom, and my mom really emphasized sports, even though she didn't play sports, but she knew the importance of sports and and I saw the power of her as an individual, and I wanted to make sure I gave back to the young women who Yeah. So that's how it also kind of started. You know, Noda was the first male athlete that signed on with us and supported we that we have been a long time supporter of the NB three foundation. I think with one thing that I mentioned is we have the in seven fund that's given out. We're going to be announcing some grants here. So excited about that. 12 and a half million dollars have already gone out to help get 300 different unique communities across the country, and about half a million kids of lives have been affected. Wow,
Marcus White 20:57
wow. That's That's amazing. And then I'm speaking of the end seven fund. Can you tell us a little bit more about the funds? And then, for those listening, if they're looking to try to, you know, apply for funds, what's the qualification and whatnot, that'd be great. Every
Sam McCracken 21:15
November we open an RFP for open call November 1 through January 6, call to applications. We're in the process internally of vetting those applications. We work with a third party vetting company called CAFA America, charity aids funds of America is where the fund resides, and so, you know, the community based programs will work through the vetting process with CAFA, we'll get the final we'll select and we'll give out three quarters of a million dollars here in a couple months to grant programs. Last year, we had 25 grassroots programs that got $25,000 a piece, plus we have different levels of the program, but MB three it's the pinnacle across the top model for in our eyes, anyway.
Dr. B 22:05
Well, I mean, this is amazing to hear, because I think just the tie of looking at sports and health and impact is such a, such a good buried bridge to this, looking at everything from a comprehensive angle. What's your biggest aspiration for the future of Native American representation in sports and beyond?
Sam McCracken 22:35
Well, I think the future, I've announced my retirement, and I think the future of n7 is in the future generations of leaders that will take on this program as we move forward. So I think I will still be there to be a tremendous advocate. But I feel really confident that the generation now I just was at the American indigenous Business Leaders Conference here in Las Vegas, and just hear those young people speak, and to hear their vision for what they have for the future of our indigenous communities. I think we're in really good hands. I think those that generation is really, really active. I heard us that at the res conference that the average age of reservation. Economic Summit five years ago was 55 today. Conference was wrapping up. It's in there. It's in the late 20s to early 30s. There were so many young people there that are being activated around changing the perception of us as indigenous people. Wow.
Marcus White 23:39
That is, that's a truly amazing and especially within a five year period span to go from average of 55 to 20 and 30. Now that's That is huge, and definitely making great strides. So in regards to again, I know that you were talking about earlier, about working with Indian Health Services and the Bureau of education, in your opinion, working with organizations like these, how do these partnerships amplify your mission for the indigenous community?
Sam McCracken 24:17
I think they amplify our mission for indigenous communities because they help us provide access. Think about the Bureau of Indian Education, and that, you know, who knows it could change anytime. But as we're talking in today, like they have 192 schools that service 100% of their population are Native students. You have access to those then provide inspiration, sporting equipment, a variety of different things that we can do as a brand and be a beacon of hope and inspiration for those young people, and I think they, as I started to realize the impact that we were going to have, that's all I ever wanted to do. If I had hope and inspiration that someone else could walk in my shoes, sit in my chair. Uh, aspire to sit corporate America, if it's not corporate America and tribal leadership. And we use it, sport as the vehicle to do that, because sport is the common denominator for everything. I mean, you're equal. When you're a teammate, you're a teammate, right? And, you know, Crystal, you played sport. You know the importance of team, individual learnings. You learn from being on a team. And I think sport is the common denominator for everything.
Dr. B 25:22
Absolutely. I think we've previously, in one of our segments, we mentioned how sports gives you different skill sets, such as self discipline, communication skills, leadership skills, and so those skill sets, how do you and especially we talk about youth as our future. Are there any opportunities for you to intern at Nike or get some mentorship, or any of those impacts? So we have an
Sam McCracken 25:55
annual internship program. It opens every October. Fortunately, we only have one intern at Nike, different actually, I take that back. We have a partnership with IA that has a couple of interns. Yeah. So we have an annual intern every single year.
Dr. B 26:08
Perfect. You hear that you all um, Marcus, what are some from someone from a non Native perspective, kind of looking at objectively, um, what? What would you like to ask them, coming from more of someone that's not necessarily from an indigenous
Marcus White 26:31
community? Sam, I again, I remember asked my question, I mean, everything that you've done and then being the visionary from starting a business plan, and then now you're retiring, but to see the torch that you have held since the beginning, and then now getting ready to pass the torch off, I just want to say thank you so much for for being that, that leader and that visionary for other you know, Indigenous kids, females and males to look at, because that's one of the things that I've come to learn and in the community, is that people won't really see themselves out you know that that's, you know, being successful. So, you know, thank you. Thank you. Thank you so much. And so the last question that I'll just share, and I want to ask is in regards to passing the torch and help bringing up those those leaders. What advice can you give someone who, like myself, I didn't grow up in in the Indian community, but, you know, but that is a start, a staunch advocate for the community. What advice can you give people like myself to that want to continue to help and give themselves to help, you know, fulfill the commit pool the community that,
Sam McCracken 27:54
yeah, that's a great question. And I'll just, I have come, I go with a philosophy, and when I talk to our kids, is that you can't be it if you don't see it, right? So if they see people who are doing great things, and they get to interact and engage with them, they may do great things in the future. So I think that's an important I think I read it somewhere or something, but I started at the Fort Peck tribal youth summit on that premise of bringing in people to see the kids in the community where I grew up, so they could see people and understand where they come from and what they ultimately what they could do and be in their life. So appreciate the time and thank you for having me today. The
Dr. B 28:34
pleasure has been ours. I just can't wait to see what other great things you're going to do in the future. Myself and Marcus are going to continue to help support our organization, United natives. We love to continue to work with you on your next phase of your journey. So thank you so much. And everyone out there listening, please know that Nike has been a huge supporter of indigenous communities, and we also thank Nike as well. And thank you, Sam and everyone. Have a great weekend. The
Marcus White 29:15
urban RES is underwritten by global wave consulting international specializing in IT solutions from network penetration testing and vulnerability management to SAP basis support and web application security. Global wave helps businesses stay secure and efficient in a digital world. For more information, global wave ci.com