Adidas stole sandal design from traditional Mexican artisans, Sheinbaum says

The controversy has fueled accusations of cultural appropriation by the footwear brand, with authorities saying this is not the first time traditional Mexican handicrafts have been copied. Citing these concerns, local authorities have asked Adidas to withdraw the shoe model.

Mexican President Claudia Sheinbaum said on Friday that Adidas was already in talks with authorities in the southern Mexican state of Oaxaca to provide “compensation for the people who were plagiarized,” and that her government was preparing legal reforms to prevent the copying of Mexican handicrafts.

The design at the center of the controversy is the “Oaxaca Slip-On,” a sandal created by U.S. designer Willy Chavarría for Adidas Originals. The sandals feature thin leather straps braided in a style that is unmistakably similar to the traditional Mexican huaraches. Instead of flat leather soles, the Adidas shoes tout a more chunky, sports shoe sole.

According to Mexican authorities, Adidas’ design contains elements that are part of the cultural heritage of the Zapotec Indigenous communities in Oaxaca, particularly in the town of Villa Hidalgo de Yalálag. Handicrafts are a crucial economic lifeline in Mexico, providing jobs for around half a million people across the country. The industry accounts for around 10% of the gross domestic product of states like Oaxaca, Jalisco, Michoacán and Guerrero.

For Viridiana Jarquín García, a huaraches creator and vendor in Oaxaca’s capital, the Adidas shoes were a “cheap copy” of the kind of work that Mexican artists take time and care to craft.

“The artistry is being lost. We’re losing our tradition,” she said in front of her small booth of leather shoes.

Authorities in Oaxaca have called for the “Oaxaca Slip-On” to be withdrawn and demanded a public apology from Adidas, with officials describing the design as “cultural appropriation” that may violate Mexican law.

In a public letter to Adidas leadership, Oaxaca state Gov. Salomón Jara Cruz criticized the company’s design, saying that “creative inspiration” is not a valid justification for using cultural expressions that “provide identity to communities.”

“Culture isn’t sold, it’s respected,” he added.

Adidas responded in a letter Friday afternoon, saying that the company “deeply values the cultural wealth of Mexico’s Indigenous people and recognizes the relevance” of the criticisms. It requested to sit down with local officials and to discuss how it can “repair the damage” to Indigenous populations.

The controversy follows years of efforts by Mexico’s government and artisans to push back on major global clothing brands who they say copy traditional designs.

In 2021, the federal government asked manufacturers including Zara, Anthropologie and Patowl to provide a public explanation for why they copied clothing designs from Oaxaca’s Indigenous communities to sell in their stores.

Now, Mexican authorities say they’re trying to work out stricter regulations in an effort to protect artists. But Marina Núñez, Mexico’s undersecretary of cultural development, noted that they also want to establish guidelines to not deprive artists of “the opportunity to trade or collaborate with several of these companies that have very broad commercial reach.”