Nike Treads Into Indian Health Issues

Updated: 10:21 AM EDT
Nike Treads Into Indian Health Issues
By ANNE M. PETERSON, AP

BEAVERTON, Ore. (AP) - Sam McCracken has an unusual job in the corporate world. The Nike executive works with American Indians on improving the health and fitness of tribal members - while trying to win some loyal customers as well.

McCracken is himself an American Indian, from the Fort Peck Reservation in northeastern Montana. His mother died of complications from diabetes - a disease he is trying to help tribes fight in his job at Nike as manager of Native American business.

"Somehow, some way, my path as an individual took me here and allowed me to get my feet on the ground here at Nike, and it gave me a good understanding of what Nike could do for our population," he said.

McCracken is credited with brainstorming a project with Indian Health Service, part of the U.S. Department of Health and Human Services, to address health and fitness on reservations.

In one of the highest-profile alliances between the IHS and a for-profit corporation, Nike and the federal agency signed a "Memo of Understanding" last November to promote healthy lifestyles and choices for American Indians and Alaskan natives.

The goal "is to help those communities gain a better understanding of the importance of exercise at any age, particularly for those individuals with diabetes," the memo stated.

According to the IHS, diabetes levels among American Indians and Alaskan natives are 2.6 times greater than those in the general U.S. population. Of particular focus is Type 2 diabetes, also known as adult-onset diabetes, which can be controlled with diet and exercise.

Diabetes can cause blindness and kidney failure. It also increases the risk of heart disease and the need for amputation.

The National Congress of American Indians says the population served by the IHS has increased 11.5 percent over the past five years and as a result, per-patient spending has fallen.

Under the agreement between the IHS and Nike, the shoe company has begun holding workshops that bring together tribal representatives to teach them health and wellness techniques they can take back to their tribes.

In February, representatives from some 48 tribes, mostly in the Pacific Northwest, took part in two days of "Train the Trainer" workshops on Nike's Beaverton campus.

The first day was devoted to practical lessons in cardiovascular, weight and flexibility training. The participants walked around the on-campus soccer field, practiced basic yoga, and worked out with resistance bands.

When one woman asked what to do if her reservation couldn't afford the resistance bands, trainers suggested similar material could be found at a hardware store. Another wanted to know exercises for those who have lost their feet to amputation.

Vernon Kennedy, a prevention education specialist for the Confederated Tribes of Grand Ronde, also attended the workshop. He works with tribal children, teaching them the dangers of tobacco and alcohol use, as well as the benefits of physical fitness.

Although the Grande Ronde runs the profitable Spirit Mountain Casino, its people are not immune to the problems facing many reservations.

"We don't have theaters and malls, many of the things you have in the city," Kennedy said. "We have little mini markets that sell junk foods. I think that's why we have health problems."

He said Nike can help, because the name is so recognized and respected among kids who like sports.

"I think it's great," he said. "It surprised me. I never thought the outside world would want to get involved with tribes."

He added quickly: "I wish they would do more."

Training at the workshop was coordinated by Beth Marie Baumgartner, Nike's program manager for group fitness.

"What I wanted to do was give them enough experience and enough knowledge to go back to the reservation and begin implementing some really simple programs," she said.

"A lot of these folks don't have fancy gyms on the reservations, a lot of them don't even have rec rooms, so how can you use things that you've got around, chairs, water jugs, canned food, to help create a workout environment."

The Indian Health Service is happy to get any help it can in helping promote wellness on the reservation, said Leo Nolan, IHS senior policy analyst for external affairs.

"We welcome new ideas to address health issues for Native Americans."

But the alliance between the IHS and Nike - the world's biggest maker of athletic footwear and apparel - does not mean the federal agency endorses the company's products, he said.

In March 2000, McCracken got a call from the diabetes coordinator for his tribe in Montana.

The coordinator had an idea for encouraging tribal members to get checked for diabetes - giving them Nike-donated sneakers if they came into the clinic to get blood work done.

At that moment, as McCracken put it: "the light goes on for me."

That phone call resulted in Nike's Native American Diabetes Prevention Program, which provides Nike products for fitness programs and partners with tribes to coordinate recreational events. The Nike program won the National Congress of American Indians Leadership Award two years ago, with McCracken accepting it at a ceremony.

Nike's work with tribes then spawned the Memo of Understanding with the IHS.

Last fall, Nike and the IHS held Native American Health and Fitness Day in Albuquerque, N.M., highlighted by a walk led by professional golfer Notah Begay, an American Indian.

Then came the workshops at Nike's campus. Nike is exploring ways to hold similar workshops across the country.

Through the alliance with the IHS, the diabetes prevention program and other efforts, Nike works with more than 60 tribes in the United States.

Jillene Joseph is associate director of the Native Wellness Institute, which collaborated in the workshops.

"Sure Nike is a huge corporation and money is the bottom line, but just like their slogan - "Just Do It" - the idea is getting people up and moving, which is what we want them to do, too," she said. "Hopefully they'll be a role model for the rest of corporate America when it comes to native people."



04/26/04 10:19 EDT