Recent online claims have angered Mexicans, alleging that Adidas exploited Indigenous women in the production of World Cup jerseys. In response, journalists Jack Nicas and Luis Antonio Rojas traveled to Naupan, Mexico, to speak with the artisans involved. This investigation sheds light on the situation with new insights directly from the affected community.
The Initial Vision
This controversy began when Someone Somewhere, a Mexican apparel company, suggested that Mexico’s World Cup jerseys could feature embroidery by Indigenous artisans. The idea aimed to honor Mexico’s heritage and aid Indigenous communities economically. Adidas responded promptly to this proposal.
Two years later, Adidas collaborated with Someone Somewhere to unveil jerseys embroidered by 150 Nahua women from Naupan. The companies took steps to promote the collaboration. Adidas invited two artisans to Germany, and Someone Somewhere brought others onto the field during a match. Although the jerseys were priced over $200, they quickly sold out.
Allegations of Exploitation
Despite the positive image, Mexican activists raised concerns. Luz Valdez, a prominent influencer, criticized the collaboration in a video seen by 1.3 million followers. She accused the companies of exploiting the Nahua women for profit, noting that the artisans were reportedly required to abandon their traditional sewing techniques in favor of Western methods.
The retail price of the jerseys, ranging from $90 to $285, depended on the level of hand embroidery. Activists argue the high price did not equate to fair compensation for the artisans.
This complex issue continues to unfold, highlighting the need for transparency and fair practices in collaborations involving vulnerable communities.
Leave a Reply