Nike N7 2022 Campaign and Collection Launched: "See Me, See Us"

Nike unveiled its Summer 2022 N7 Collection, which officially launched on June 21 in the US and Canada. This year’s campaign reinforces the core mission of N7 — to support and celebrate Native American and Indigenous communities—while driving home a powerful message of visibility, encapsulated by the thematic spirit of "See Me, See Us."

The campaign explores how contemporary sport serves as a vital expression of Indigenous identity and legacy. It connects today's athletes and influencers with the ancient wisdom of the Seventh Generation Principle, which posits that every decision made today must consider the impact on the next seven generations.

The 2022 N7 collection draws strong influence from the cultural traditions of the northern territories, specifically highlighting the significance of basketball — known colloquially as "Rez Ball" — among Native peoples.

The footwear and apparel capsule is characterized by warm, earthy neutrals accented with vibrant colors, paying homage to traditional craftsmanship and sustainable practices. Key items in the collection include the Nike Air Max 95, the Nike Kyrie Low 5, and the Nike Free Crater Trail Moc.

Design details woven into the collection reflect deep cultural meaning:

• Traditional Taping and Weaving: The footwear and apparel feature taping details and color placements that distinctly nod to the beautiful and meticulous craftsmanship of traditional ribbon skirts and weaving techniques used by Indigenous women for ceremonies and community events.

• Natural Colors: The materials use natural dyeing processes, honoring traditional methods that imbue the collection with earthy tones and vibrant pops of color.

• The Arrow Graphic: The N7 arrow graphic remains a central motif, symbolizing the seven generations and Nike’s ongoing commitment to this philosophy.

The campaign’s powerful visual content centers the human impact of these themes, featuring an impressive roster of Indigenous athletes and influencers who embody the "See Me, See Us" spirit by inspiring future generations. Featured ambassadors include:

• Sarain Fox (Anishinaabe): Activist and host

• Michael Linklater (Nehiyaw/Cree): Professional basketball player and youth advocate

• Lindy Waters III (Kiowa/Cherokee): NBA player with OKC Thunder

  
  

Michael Linklater and Sarain Fox

Lindy Waters III

Media and marketing content for the campaign was produced in a strategic alliance with Buffalo Nickel Creative, an Indigenous-owned and operated content agency led by principals Ryan Redcorn (Osage) and Joseph Brown Thunder (Ho-Chunk and Lakota). This collaboration ensures that the culturally sensitive and powerful narratives of the campaign are authentically directed, produced, and owned by Indigenous creators.

Ryan Redcorn and Joseph Brown Thunder of Buffalo Nickel Creative

To ensure the final content met global cinematic and commercial standards, Buffalo Nickel strategically engaged Singaporean Cinematographer Justin Ivan Hong as their Director of Photography for the campaign. This marks the second collaboration between the two parties, following the success of Buffalo Nickel's first narrative fiction project, Dead Bird Hearts.

Cinematographer Justin Ivan Hong

While Hong is not indigenous to North America, the decision to engage him is in line with Buffalo Nickel's ongoing endeavor to bring in external expertise into their projects to expose their indigenous teams and crews to international best pratices and ideas. With the grander vision of training a younger craft and talent pipeline not may not yet have access to larger projects outside of their immediate geographical location. By working alongside a highly experienced, international Cinematographer like Hong, Buffalo Nickel ensures the highest level of technical execution while simultaneously allowing its predominantly Indigenous crew to learn and internalize high-end lighting and logistical techniques. This commitment to both cultural ownership and technical excellence solidifies the Nike N7 campaign’s ability to resonate globally.