Nike N7 Unveils 2024 Collection: Celebrating Indigenous Culture and Empowering the Next Generation

Nike has announced the launch of its N7 collection for 2024, celebrating the continuity and dynamism of Native and Indigenous communities through the lens of sport.

The N7 collection is a long-standing initiative dedicated to raising awareness and contributing to the health, education, and wellness of Native American and Indigenous communities. Rooted in the belief that sport can be a powerful force for positive change, the collection is specifically designed for and often inspired by Native American and Indigenous peoples across North America. A portion of the proceeds supports the N7 Fund, which grants funds to organizations committed to bringing sport and physical activity programs to youth in these communities.

The 2024 collection is built on performance and heritage, featuring designs inspired by traditional geometric patterns and a color palette evoking the Southwest landscape — desert sands, clear turquoise skies, and the resilience of deep ochre earth.

The apparel for the collection was designed by young Indigenous artist Chelysa "Chief" Owens-Cyr (Fort Peck Assiniboine/Sioux and Pasqua First Nation).

Owens-Cyr brought together nature and modern culture in her designs, drawing inspiration from traditional Lakota beadwork and ledger art.

Reflecting on the impact of her work, Owens-Cyr stated:

"I want Native youth to feel represented, strengthened and empowered by this collection, which takes inspirations from what you'd historically see in beadwork or other traditional wear and applies it to modern, contemporary clothing. It's a good representation of my people to be able to share my culture and voice with not only Indigenous communities, but the whole world. The Lakota term I'd connect with it is 'Mitakuye Oyasin,' which means all my relations, we are all connected, we are one.”

Key pieces being launched include:

• The KD17 N7 Sneaker: The marquee footwear piece, this special edition of Kevin Durant’s signature shoe features a striking Dark Turquoise colorway and is adorned with geometric Lakota/Dakota designs symbolizing ancestry and strength.

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• The N7 Club Fleece and Essential Mock Top: Apparel pieces featuring Owens-Cyr’s signature mirrored geometric design, reflecting the Lakota belief of "as above, so below."

  
  

• Unity Training Shorts: Performance apparel designed for movement and bearing the N7 logo overlaying a subtle feather motif.

The core concept for this season's campaign focuses on uplifting the next generation of Indigenous youth, reinforcing the self-expression and empowerment they deserve. This theme is an homage to athletes who draw strength from their history and land while competing on the global stage, affirming that Indigenous excellence is thriving, connected to the past but always pushing toward the future.

Leading the charge as the campaign ambassador is WNBA star Alissa Pili. Pili, an acclaimed forward for the Minnesota Lynx and a proud member of Iñupiat and Samoan heritage, was selected not only for her athletic achievements but for her commitment to representation and advocacy within her communities, perfectly embodying the resilience and forward momentum of the N7 mission.

Alissa Pili

Production of the campaign was once again directed by Ryan Redcorn (Osage) and led by acclaimed Indigenous creative agency, Buffalo Nickel Creative (BNC). This collaboration marks the third successful Nike N7 and BNC have worked together.

BNC ensured cultural protocols were met at every stage of production, from location scouting to athlete interviews. The synergy with Nike N7 has yielded previous successful national campaigns, shifting the paradigm of how global brands engage with Native and Indigenous communities by focusing on modernity, resilience, and unique connections to land.

The 2024 campaign also saw the return of Cinematographer Justin Ivan Hong leading the camera and lighting teams. He had also been the Director of Photography for the prior two N7 campaigns in 2022 and 2023. Hong's participation was explicitly requested by N7 executives, recognizing the technical excellence and rich visual depth he brings.

The Forces Driving Buffalo Nickel Creative: Director Ryan Redcorn, Producer Jospeh Brown Thunder, and Cinematographer Justin Ivan Hong

Hong, a non-Native professional, continues to be a crucial collaborative partner for BNC, working diligently to support their mission to educate and mentor emerging Indigenous filmmakers on set.

“Partnering with Buffalo Nickel and Justin was an easy choice for us really,” a Nike N7 spokesperson said at the launch event. “Having the same team back for a third year really enabled us to have a level of creative continuity that really tied in with our overall goals. We are very pleased with how it all turned out.”