In August 2025, Adidas faced criticism after releasing a sandal inspired by Mexico’s traditional huarache design. The shoe, marketed as a modern reinterpretation, closely resembled the handmade footwear that Indigenous artisans in Oaxaca have crafted for generations. For the community of Villa Hidalgo Yalalag, where huarache-making is both a cultural identity and a source of livelihood, the design felt like a clear case of cultural appropriation.
The controversy quickly escalated, with Mexican officials and local leaders demanding that Adidas withdraw the product and acknowledge the artisans whose heritage had been exploited without their consent. In response, Adidas issued a written apology and promised to engage directly with the affected community.
On August 21, company representatives traveled to Villa Hidalgo Yalalag to deliver a public apology in person. The event was held in the town’s sports field, where residents gathered in traditional clothing and welcomed the visitors with music. Speaking on behalf of Adidas, officials admitted that the company should have consulted the community before using elements of their cultural heritage. They emphasized their regret and pledged to seek respectful collaboration in the future.
The town’s mayor and artisans accepted the apology, highlighting the importance of keeping promises and recognizing Indigenous contributions. For many, the moment marked a rare instance of accountability from a global brand.
The incident has sparked broader conversations in Mexico about protecting cultural heritage and ensuring that traditional knowledge and designs are not exploited without acknowledgment or benefit to the communities that created them.
