Addison Lenhart
ICT
For nearly three decades, Sam McCracken worked at one of the most recognizable companies in the world. After retiring from Nike in 2025, he’s taking the lessons he learned and putting them into action for his next chapter.
The former Nike executive and Nike N7 founder announced the launching of the Sam McCracken Youth Project (SMCYP) on March 24 at the NCAIED RES conference in Las Vegas.
“Native youth are our foundation,” McCracken, Fort Peck Assiniboine and Sioux tribe, said in a recent press release. “I created SMCYP to build the kinds of experiences that remind young people of the power in positive representation, strength in their culture, and the ability to play.”
The organization was created to provide resources for Native youth struggling with mental health and societal hardships. It intends to serve over 5,000 native youth in 30 tribal communities during the first five years.
McCracken created the organization after a long tenure as an executive at Nike, where he founded the N7 Fund; an offshoot of Nike that elevates “Indigenous communities in North America by taking action to create a culture of belonging in sport that welcomes all Indigenous youth to play,” its website states.
Proceeds from an annual N7 collection of footwear and apparel, often designed with a connection to Indigenous culture, help support the fund. McCracken helped generate access and provide equipment for Native youth all over North America through the N7 project.
He was with the company for 28 years.
It was at Nike where McCracken recognized the need for excitement and sense of possibility within Native youth communities.
“This is really the cusp of what I envisioned to do,” McCracken said. “I wanted to take the similar work that I did at Nike where we were inspiring kids, and bring that inspiration to our youth and kids to show what’s possible.”
McCracken is joined by Nikki Santos, Coeur d’Alene Tribe, who will serve as Chief Executive Officer of the project. Santos comes from a lengthy background in policy and higher education, and served in the Biden-Harris administration.
She was a part of the Aspen Institute’s Center for Native American Youth and the American Indian Higher Education Consortium as well.
“Sam has had a prolific career, I’ve known him for 20 years and his passion has always been for Native youth and for our community,” Santos said. “To be able to carry that passion forward into an exciting new chapter that is the SMCYP is something that we’re really proud to lead together.”
The organization will begin its programming under a four pillar format: (1) Native youth wellness summits and community activations, (2) community capacity building, (3) policy and advocacy and (4) strategic partnership.
“We are building something that Indian Country has been asking for — a trusted program
that meets youth where they are and wraps them in culture, community, and care,” Santos said in a press release. “This launch is just the beginning, and I am honored to help bring Sam’s vision to life.”
The organization will have its first activation in Montana in the summer of 2026.
“We want to support change that is driven and led by the community,” Santos said. “We want to move the needle on mental health outcomes and well beings, and to address the disparities that have plagued our people for too long.”
Those interested in finding out more about the SMCYP can visit their website at SMCYP.org or visit their Instagram.
“We are a brand new non-profit organization,” Santos said. “We’re looking for partnerships, investment and we really want the community to be a partner and help guide us.