The controversy and its context
On Monday, August 11, 2025, Adidas issued a public statement addressed to Mexican and international opinion, acknowledging its mistake in using as inspiration the handmade huaraches of the Zapotec community of Villa Hidalgo de Yalálag, in Oaxaca, for its “Oaxaca Slip-On” model. This footwear, developed in collaboration with designer Willy Chavarría, combined traditional elements—such as leather braiding—with a sporty sole, generating accusations of cultural appropriation and lack of prior consultation with the original artisans.
Technical details and institutional reactions
The Oaxacan huaraches are pieces of intangible heritage, manufactured manually with techniques passed down for generations. According to intellectual property experts consulted, the case shows legal gaps: Mexico lacks robust mechanisms to protect ancestral designs against transnational companies. The Secretary of Culture of Oaxaca, Flavio Sosa, confirmed that three axes of reparation will be analyzed: economic compensation, guarantees of non-repetition and direct dialogue with the affected community.
In parallel, the federal government announced a certification program for crafts, which includes training in copyright and fair marketing. This measure comes after a series of similar incidents, such as the cases of Carolina Herrera (2019) and Zara (2021), where international brands replicated indigenous textile patterns without authorization.
Global implications and lessons
The controversy transcends the commercial: it reflects tensions between globalization and cultural preservation. Analysts point out that, although Adidas acted under current legal parameters, its strategy ignored the symbolic value of footwear for the Zapotecs. The company, for its part, committed to reviewing its collaboration protocols with indigenous communities, a constant demand from organizations such as UNESCO and WIPO.
This case could set precedents in terms of collective rights, especially after the reform of article 232 of the Federal Copyright Law, which seeks to penalize plagiarism of traditional designs. Experts recommend corporations implement prior intercultural consultations and profit-sharing schemes.
Call to action
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