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

Mexicans have expressed outrage following viral videos that claimed Adidas exploited Indigenous women to sew World Cup jerseys. This controversy emerged after traveling into the mountains to speak with the artisans themselves.

The Story Unfolds

This situation began with Someone Somewhere, a Mexican apparel company, posting online. They suggested that Mexico’s World Cup jerseys could be embroidered by Indigenous artisans. This idea sought to connect Mexico’s rich history with its current social landscape, to help uplift vulnerable communities. Within a day, Adidas responded.

Two years later, Adidas and Someone Somewhere launched versions of the Mexican national team jersey. These jerseys were hand-embroidered by 150 Nahua women in Naupan, a remote town in central Mexico. Adidas honored these artisans by flying two of them to Germany to include the jerseys in a company archive. Some artisans were brought onto the field during Mexico’s friendly matches. Despite prices exceeding $200, the jerseys sold quickly.

Allegations of Exploitation

However, Mexican activists soon raised concerns about the collaboration. Luz Valdez, a well-known Mexican activist, and influencer, released a video to her 1.3 million followers. She accused the companies of exploiting the Nahua women while profiting from their cultural imagery. Valdez noted that the artisans were not allowed to use their traditional sewing methods. Instead, they had to adopt Western techniques.

The jerseys have been priced between $90 and $285, reflecting the amount of hand embroidery involved. This situation has sparked a wider conversation about cultural respect and fair compensation for Indigenous artisans.