Apology Issued by Adidas over Controversial Sandal Design Originating from Mexico
In the heart of Mexico, a storm of controversy has been brewing over the Adidas "Oaxaca Slip-On" shoe. The shoe, designed by US-based designer Willy Chavarria for the sportswear giant, has been accused of cultural appropriation for its similarity to traditional Zapotec huarache sandals from the Indigenous community of Villa Hidalgo de Yalálag in Oaxaca.
For years, Mexico has been taking legal action against companies using traditional Mexican designs without proper credit or collaboration. The case of the Adidas "Oaxaca Slip-On" is no exception. The shoe, inspired by a design from Oaxaca, was released without engaging directly with the Indigenous Zapotec artisans or community before launching the product.
This omission provoked swift backlash from Oaxaca’s government, cultural advocates, and local leaders, who accused the brand of disrespect and exploitation of Indigenous culture. Oaxaca’s Governor Salomón Jara stated that the Huaraches from Yalálag represent a significant cultural heritage of the community, a tradition passed down through generations and reflecting the community's identity.
President Claudia Sheinbaum described the Adidas "Oaxaca Slip-On" as an instance of inappropriate cultural appropriation, involving the commercialization of a tradition without the explicit consent of its creators. The government and indigenous communities in Mexico have accused Adidas of commercially exploiting a traditional design from Oaxaca.
After public outcry, Adidas and Chavarria issued apologies and sought dialogue with the affected community to address the concerns and explore reparations. Chavarria acknowledged that the design “did not live up to the respect and collaborative approach” deserved by the community of Villa Hidalgo Yalálag. Adidas likewise recognised the relevance of the criticisms and requested meetings with local officials to discuss how to repair the damage and respectfully engage the Indigenous populations.
The controversy highlights broader issues in fashion and marketing around the exploitation of Indigenous designs by global brands without consent, credit, or benefit to the original communities. Adidas faced heightened calls for legal action and public accountability for appropriating cultural heritage while manufacturing the shoes abroad and claiming the Oaxaca name without engaging the community.
As the dialogue and apology process continues, Adidas has reaffirmed its commitment to working with Yalálag in a respectful dialogue that honours their cultural heritage. However, specific legal actions taken by Mexico against Adidas or other companies for cultural appropriation remain unclear. President Sheinbaum did not explicitly mention any new actions or apologies from Adidas regarding the "Oaxaca Slip-On" shoe.
Nonetheless, the episode serves as a reminder for companies to respect cultural diversity and intellectual property rights, particularly when incorporating traditional designs into modern products. The Adidas "Oaxaca Slip-On" controversy is a call for a more mindful and collaborative approach in the fashion industry, ensuring that cultural heritage is respected and not exploited for commercial gain.
The community of Villa Hidalgo Yalálag in Oaxaca, Mexico, has expressed disapproval towards Adidas' "Oaxaca Slip-On" shoe, accusing the brand of commercial exploitation and disrespect for appropriating a traditional Indigenous design without collaboration. The general-news campaign against Adidas highlights the bigger issue in fashion-and-beauty and marketing, where global brands often profit from Indigenous designs without proper credit or consent. In response, community policy regarding cultural heritage protection is being reinforced, emphasizing the need for collaboration and respect in fashion and marketing.
