Videos circulating online have sparked outrage in Mexico, accusing Adidas of exploiting Indigenous women to create World Cup jerseys. Journalists Jack Nicas and Luis Antonio Rojas visited Naupan, Mexico, to speak directly with the artisans involved.

The Origins of the Project

The idea began innocently. Someone Somewhere, a Mexican clothing brand, wondered why Mexico’s World Cup jerseys couldn’t be embroidered by Indigenous artisans, combining tradition with modernity while providing income to low-income communities. This curiosity led Adidas to partner with the brand.

Two years later, in collaboration with Someone Somewhere, Adidas introduced jerseys featuring hand embroidery by 150 Nahua women in Naupan, a remote town in the mountainous region of central Mexico. The companies flew some artisans to Germany to acknowledge this contribution, and others appeared at Mexico’s pre-tournament matches. Despite being priced over $200, the jerseys quickly sold out.

Activists Raise Concerns

However, the project faced criticism from Mexican activists, including Luz Valdez, a prominent influencer. Her online video, shared with her 1.3 million followers on TikTok and Instagram, claimed that the companies were exploiting the Nahua women. The concerns highlighted that the artisans had to adopt Western sewing techniques instead of their traditional methods.

The jerseys, retailing between $90 and $285, had prices reflecting the extent of hand-embroidery. This price range highlighted the value attributed to the artisans’ workmanship but also opened discussions on fair compensation and representation.