German sportswear giant Adidas has faced widespread condemnation in Mexico over its ‘Oaxaca Slip-On’ sneaker design, which was accused of appropriating Indigenous culture. The shoe, inspired by the traditional Oaxaca region’s craftsmanship, sparked outrage across social media and public forums, with critics arguing that the brand had commodified Indigenous art without proper acknowledgment or consent.
President Claudia Sheinbaum, a prominent figure in Mexico’s political landscape, publicly criticized Adidas for its handling of cultural symbols, emphasizing the need for Indigenous communities to have a voice in such matters. Her remarks highlighted the growing sensitivity around cultural representation in global brands, especially within Latin American countries that have a complex relationship with foreign corporations.
Adidas swiftly responded by issuing an apology, acknowledging the concerns raised by critics and committing to greater cultural sensitivity in its future designs. The company also announced plans to collaborate with Indigenous artisans to ensure that cultural elements are respected and ethically sourced. This development marks a significant turning point for the brand as it navigates the challenges of balancing market expansion with cultural responsibility.