Oaxaca de Juárez, Oaxaca – The government of Oaxaca has publicly denounced international sportswear giant Adidas for what it calls the unauthorized commercial use of indigenous design heritage in their Oaxaca Slip-On shoes. This relates to the company’s new Oaxaca Slip-On shoes.
Governor Salomón Jara Cruz issued an official letter to Adidas Mexico demanding an immediate halt to the product’s sale and distribution in both domestic and international markets. He accused the company of cultural appropriation for using traditional Zapotec-inspired huarache motifs without prior consultation or permission, as the designs are featured on the Oaxaca Slip-On shoes. This is needed from the indigenous communities who originated the design.
Governor calls for formal recognition of indigenous contributions
Governor Jara emphasized that indigenous identity is not a marketing tool. In his statement, he called on Adidas to publicly acknowledge the cultural origin of the huarache design featured in the Oaxaca Slip-On shoes. He also urged them to formally credit the artisans of Oaxaca.
“These designs are not generic patterns,” Jara wrote. “They are the product of centuries of communal knowledge passed down through generations of Oaxacan indigenous families. Using them for commercial gain without acknowledgment or benefit to the creators is theft.”
The state government argues that Adidas’ Oaxaca Slip-On shoes reproduce aesthetic elements directly linked to huaraches, reflecting traditional wear that holds deep cultural value and is iconic to Mexican craftsmanship. They have spiritual significance in various indigenous regions of Oaxaca.
Jara added that the state would explore all available legal avenues to protect the cultural and intellectual property of its artisans.
Adidas faces backlash for recurring pattern of design use
The complaint against Adidas and its Oaxaca Slip-On shoes is not an isolated case. International fashion and sportswear brands have faced growing scrutiny in Mexico and across Latin America. This phenomenon arises from repeated cases of cultural appropriation. Just last year, designer Carolina Herrera came under fire for featuring Mexican embroidery styles in a runway collection without credit or consent.
In 2021, Nike was similarly criticized for a limited-edition sneaker that featured design elements traced to the Tenango community in Hidalgo. After public pressure and intervention from the Mexican government, Nike eventually pulled the product. They apologized as well.
In this case, however, Adidas has yet to respond publicly to Oaxaca’s accusations or the governor’s request for dialogue. As of August 7, the Oaxaca Slip-On remained available for sale through Adidas’ Mexican website and several global platforms.
Protection of traditional knowledge a growing national issue
Mexico has in recent years taken steps to establish legal protections for traditional knowledge and cultural expressions. The country’s Ministry of Culture has worked alongside artisan collectives to register and protect design motifs, especially those featured in products like the Oaxaca Slip-On shoes, as part of Mexico’s intangible cultural heritage.
A 2022 reform package empowered local governments and indigenous communities to issue legal challenges. This occurs when commercial entities exploit traditional designs without permission. However, enforcement remains weak. The problem is especially true when products are sold outside Mexican jurisdiction.
Jara urged federal agencies, including the Ministry of Culture and the Ministry of the Economy, to support Oaxaca in pressing the case with Adidas. He also invited the brand to work directly with local artisans if it intends to continue using culturally rooted designs in products like the Oaxaca Slip-On shoes.
“Collaboration is possible when there is respect,” the governor said. “But when profit is prioritized over people, and when global corporations treat our identity as a catalog for their next product line, we must act.”
Artisans express disappointment but call for dialogue
Artisans in Oaxaca echoed the governor’s concerns but also expressed hope that Adidas would choose to work with them directly concerning Oaxaca Slip-On shoes. Several cooperative leaders said they were not against their designs being used in fashion — but wanted to be part of the conversation and receive fair compensation.
“We want our work to be recognized, not stolen,” said Elena Ruiz, a third-generation huarache maker from the Valles Centrales region. “There have been so many companies use our designs as if they came from nowhere. We are not invisible.”
Calls have grown on social media for Adidas to issue a public apology. There are also demands for consumers to boycott the Oaxaca Slip-On line until the company addresses the issue.
