Adidas apologizes to the Zapotec people after the controversy
Adidas travels to an indigenous Mexican town to apologize for the design of its "Oaxaca Slip-On" sandals
Aurelia
27 August 2025
"Respect for indigenous expertise can no longer be an option in fashion: it must become a rule." – Miu Miu, 2025
Adidas travels to an indigenous Mexican town to apologize for the design of its "Oaxaca Slip-On" sandals. An affair that revives the debate on cultural appropriation and respect for indigenous expertise in fashion.
On August 21, 2025, Adidas issued a public apology to the residents of Villa Hidalgo Yalalag, a Zapotec community located in the state of Oaxaca, Mexico. The controversy arose following the launch of a sandal named "Oaxaca Slip-On", deemed too similar to traditional huaraches, an ancestral craft deeply rooted in local cultural identity.
Faced with the outcry, the German sportswear brand dispatched an official delegation to the site, acknowledging its mistake and committing to collaborate directly with the communities concerned. This episode highlights a burning debate in contemporary fashion: that of cultural appropriation and respect for indigenous expertise. BFM Business explains it to us in video.
Adidas faces criticism: a historic visit to Oaxaca
Adidas undoubtedly did not anticipate the scale of the reaction. The announcement of the "Oaxaca Slip-On" immediately sparked criticism, particularly on social media where many Mexican internet users denounced the commercial appropriation of huaraches without any recognition or benefit for their original creators.
A few weeks later, Karen González, legal director of Adidas, traveled personally to Yalalag to present the brand's official apologies. A rare gesture in the fashion industry, where scandals related to cultural appropriation are often settled through distant press releases.
In a statement, Adidas affirmed its desire to "work hand in hand with local communities to better understand, preserve, and promote their artisanal expertise." This visit marked a symbolic milestone: for the first time, a sports multinational publicly recognized the importance of consulting and respecting indigenous cultures.
Willy Chavarria: the missed tribute
Behind the design of the "Oaxaca Slip-On" is Willy Chavarria, a Mexican-American designer renowned for his work at the intersection of streetwear and cultural identity. At the launch, Chavarria claimed he wanted to "pay tribute" to his Mexican roots. But faced with the controversy, he had to admit that the lack of dialogue with local artisans had turned his intention into a clumsy misstep.
In a message posted on his social media, he stated:
"My wish was to celebrate Mexican craftsmanship, but I understand that without the participation of the communities, this can only be perceived as appropriation."
This mea culpa raises a fundamental question: how far can a brand or creator draw from a cultural heritage without crossing the red line of exploitation? The Adidas-Chavarria affair illustrates just how fragile the boundary between tribute and appropriation remains.
Toward a more respectful and inclusive fashion
The controversy surrounding the "Oaxaca Slip-On" is not just an isolated incident: it symbolizes a turning point in the industry. Consumers now expect brands to commit to both environmental sustainability and cultural justice.
For Adidas, this affair can become a catalyst. By genuinely working with Zapotec artisans—rather than simply drawing inspiration from them—the brand could help preserve a unique cultural heritage while creating economic opportunities for local communities.
The episode also raises a broader question: will the fashion of the future be capable of combining creativity and respect? If major houses and sportswear giants want to remain credible to new generations, the answer can only be affirmative.
The affair of the Adidas sandals in Oaxaca shows that fashion is never neutral: it carries with it stories, memories, and identities. Drawing inspiration without respect can turn a creation into a scandal. But acknowledging mistakes, engaging in dialogue, and cooperating can instead pave the way toward a more ethical and inclusive industry.
By publicly apologizing to the Zapotec people, Adidas has taken a rare but necessary step. It remains to be seen whether this promise of collaboration will truly mark the beginning of lasting change in how brands approach global cultural heritage.
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