Adidas executives made a formal visit to the small Indigenous town of Villa Hidalgo Yalalag in the mountains of southern Mexico on Thursday to deliver a public apology regarding a controversial sandal-inspired shoe design that had been widely criticized as cultural appropriation.
The German sportswear company dispatched representatives from its Mexican unit to the town in Oaxaca state following a written apology issued last week, signaling a more personal and direct effort to address community concerns.
The controversy centered on the “Oaxaca Slip On,” a shoe designed by Mexican-American designer Willy Chavarria. Residents of Villa Hidalgo Yalalag argued that the design bore a strong resemblance to their traditional handmade huarache sandals, which have long been an integral part of the community’s cultural identity.
The issue gained national attention after Mexican President Claudia Sheinbaum publicly criticized Adidas and indicated that the government would explore legal avenues to protect Indigenous communities from what she described as unauthorized exploitation of their cultural heritage.
At the outdoor event in the town, a few dozen community members gathered on a sports field, many dressed in traditional Indigenous attire. Traditional music accompanied the gathering, reinforcing the importance of the cultural heritage at the center of the controversy.
Karen Gonzalez, head of Legal and Compliance at Adidas Mexico, addressed the attendees, saying, “We understand this situation may have caused discomfort, and for that reason, we offer a public apology.” She further emphasized that Adidas intends to collaborate with Villa Hidalgo Yalalag in the future to ensure that the community’s cultural practices and designs are respected in all product development efforts.
The visit was positively received by local leaders. Mayor Eric Fabian thanked the Adidas representatives for their personal engagement, stating, “Thank you very much for keeping your word. Our cultural heritage is something we safeguard very carefully. Yalalag lives from its crafts.” The town, home to fewer than 2,000 people, relies heavily on the production and sale of traditional crafts, making the protection of its designs and practices critical to both cultural preservation and local economic survival.
Mexico has a history of confronting large global fashion and retail companies over similar issues, accusing them of exploiting Indigenous designs without proper consent or collaboration. By visiting Villa Hidalgo Yalalag in person, Adidas took an important step toward demonstrating accountability and fostering a more respectful relationship with Indigenous communities.
The company’s pledge to work directly with the town in future projects signals a broader shift toward ethical and culturally aware practices in the global fashion industry, acknowledging the importance of heritage and authenticity in design.
