As brands continue to catch on to the fact that the public is demanding more diverse representation in media, Nike has rolled out a new ad campaign that features themes of intergenerational Indigenous healing, with a member of Alberta's Enoch Cree Nation at its centre.

Ashley Callingbull, a model and First Nations rights and environmental advocate, is joined in the women's campaign by Chelsey Luger and Shalene Joseph, two other Indigenous women whose backgrounds include the Turtle Mountain Band of Chippewa, Standing Rock Sioux of North Dakota, Gros-Ventre people of Montana and Athabascan people of Alaska.

Josh Cocker of the Kiowa Tribe of Oklahoma and Tomás Karmelo Amaya of the Yoeme, A:shiwi and Rarámuri are among the faces of the men's line.

Do not misconstrue. Ashley Callingbull is lending her prestige to Nike, not the other way around. https://t.co/guPdcYOR1F

— Norman Fournier (@normanfournier) June 20, 2020

The ads feature collage-style cutout images of the models imposed over greenery and colourful foliage to showcase the summer N7 2020 shoe and apparel collection, which carries the theme of heritage plantlife into its bright designs.

So happy to be a part of the Nike Family. I love the images that were captured. #healing #daretorise #niken7 💛

Nike N7 Summer 2020 Footwear and Apparel Official Images and Release Date - Nike News https://t.co/X6KbhQ41Wc

— Ashley Callingbull (@AshCallingbull) June 17, 2020

Nike says in a release that the collection's patterns and hued "evoke the healing force of the land — a powerful source of intergenerational and cultural wellness — and the traditional methods of healing that unite our Indigenous communities in North America."

"So happy to be a part of the Nike Family. I love the images that were captured," Callingbull, who in 2015 became the first Canadian and first Indigenous woman to win the Miss Universe title, said in a tweet last week.