Artisanal or Exploitative? Unraveling the Story of Mexico’s World Cup Jerseys

Mexicans have been expressing outrage following viral videos accusing Adidas of exploiting Indigenous women to produce World Cup jerseys. Journalists Jack Nicas and Luis Antonio Rojas traveled deep into Mexico to uncover the truth behind these claims.

Background of the Controversy

Initial excitement surrounded the news. Someone Somewhere, a Mexican apparel brand, suggested that Indigenous artisans could embroider Mexico’s World Cup jerseys. The proposal aimed to honor Mexico’s heritage and support impoverished communities. Surprisingly, Adidas responded quickly.

Two years later, Adidas and Someone Somewhere presented the jerseys. The garments, embroidered by 150 Nahua women in Naupan, Mexico, were heralded as a fusion of tradition and modernity. Two artisans even visited Germany for the jerseys’ inclusion in Adidas’s archives. Others gained recognition at a Mexican team friendly match. Despite a price tag exceeding $200, the jerseys sold rapidly.

Rising Criticism

Activists soon cast a shadow over the project. Luz Valdez, a prominent social media influencer, criticized the collaboration. Her accusations included the exploitation of the Nahua women and profiting from their images. She argued that the artisans weren’t allowed to use traditional embroidery methods but were taught Western techniques instead.

Valdez’s message, shared with 1.3 million TikTok and Instagram followers, ignited debate about the ethics and authenticity of the project. The jerseys’ price, ranging from $90 to $285, was linked to the extent of hand embroidery, yet raised questions about fair compensation for the artisans.

As this issue unfolds, it invites a closer inspection of how global brands collaborate with Indigenous communities and what measures ensure respect and fair treatment.