adidas issues apology after Indigenous Mexican sandal design sparks controversy

Athletic apparel and footwear giant adidas has reportedly issued a formal apology following backlash in Mexico over its use of traditional indigenous huaraches sandals as inspiration for its new 'Oaxaca slip-on' shoe model.

In a statement by Julia Dusemond, adidas' deputy manager of media relations shared with the Associated Press (AP), the brand reaffirmed its commitment to engaging in “respectful dialogue” with the Zapotec community of Villa Hidalgo de Yalálag, Oaxaca, whose cultural legacy inspired the design. 

Dusemond reportedly added that the brand recognises and values the cultural richness of Mexico's indigenous communities and the significance of their artisanal heritage. 

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Known as 'Huaraches', the flat, intricately braided leather sandals, are traditionally handcrafted in various Mexican states, including Oaxaca. The 'Oaxaca slip-on', developed by adidas Originals in collaboration with American designer Willy Chavarria, allegedly aimed to merge the traditional huarache style with a modern sneaker sole, offering an urban twist on ancestral footwear.

Chavarria has since issued a public apology for the controversy too. 

According to Reuters, Chavarria apologised that the shoe was appropriated in this design, and that it was not developed in direct and meaningful partnership with the Oaxaacn community. 

Meanwhile, Mexico’s president Claudia Sheinbaum reportedly said her administration is exploring legal measures to support Indigenous communities whose designs are used by large companies, following criticism from Oaxaca officials.

Flavio Sosa, Oaxaca’s secretary of culture, told the AP he is awaiting the outcome of discussions between residents of Villa Hidalgo de Yalálag, state governor Salomon Jara, and federal officials to determine how to address the issue. adidas has also allegedly requested a virtual meeting with governor Jara to seek a resolution.

In a post on X, Jara called on the brand to halt sales of the 'Oaxaca slip-on', properly credit the affected communities, and provide compensation. He added: 

Culture is not sold, it is respected.

Checks done by MARKETING-INTERACTIVE found that promotional images of the 'Oaxaca slip-on' have been removed from adidas' official website and social media channels. 

MARKETING-INTERACTIVE has reached out for more information. 

adidas’ controversy over its Oaxaca sandal echoes a growing list of major brands stumbling over cultural appropriation accusations in recent years.

Luxury label Gucci faced backlash in 2019 for a jumper design critics said resembled blackface imagery, forcing a swift apology. Similarly, Dolce & Gabbana’s 2018 ad campaign in China was slammed for leaning on offensive stereotypes.

Fast-fashion giant H&M ignited outrage in 2018 with an ad featuring a Black child wearing a hoodie emblazoned with the phrase “Coolest monkey in the jungle”, sparking calls for greater cultural sensitivity.

Photo courtesy of Hypebeast, Instagram. 

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