In response, the government of Oaxaca has accused Adidas of cultural appropriation. They argue that this new shoe is almost identical to a customary artisan sandal made by the handmade community of Villa Hidalgo Yalalag, Oax. The “Oaxaca Slip-On, huarache” has generated a lot of outrage. An Adidas copy without consent or respect Governor Salomón Jara Cruz accuses Adidas of modeling their creation after it without consent or even appropriately crediting the heritage of the local community.
In a press briefing in Mexico City on July 11, Governor Jara Cruz expressed his unequivocal condemnation. He called out the multinational company’s disgraceful behavior. He stressed it’s more than a design that looks nice. It really does reflect the spirit, culture, history, and identity of the original inhabitants.
“This is not just a design, it is about the culture, history and identity of an original (people) and we will not allow it to be treated as merchandise,” – Oaxacan Governor Salomón Jara Cruz
In many ways, the governor’s comments underscore the larger point of why these appropriations are so harmful. Mexico has adopted such legislation to protect Indigenous cultural expressions from unauthorized use. This law carries very steep fines and potentially expensive prison time for anyone who breaks it. This legal framework demonstrates how seriously the state is taking these issues.
In response to the situation, Oaxaca’s government is contemplating filing a formal complaint with the Instituto Mexicano de la Propiedad Industrial (IMPI), Mexico’s federal agency responsible for intellectual property protection. The move is intended to address complaints about the use of Indigenous designs without permission by foreign brands.
Unfortunately, this incident was not an isolated one, as many other brands including Zara, Anthropologie, and Patowl have received negative press in past months due to similar accusations. Indigenous communities in Mexico have increasingly denounced the misappropriation of their cultural expressions. They are demanding an acknowledgment of their status as Indigenous Peoples and recognition and respect for their traditions.
As Oaxaca’s complaint against Adidas indicates, we are seeing an increasing number of cases in which Indigenous peoples are claiming their authority to their cultural property. This case perfectly exemplifies the tensions between commercial interests and the preservation of cultural identity. It’s a movie that asks the right questions about how companies should responsibly interact and learn from Indigenous cultures and communities.
Behind this cultural appropriation dispute is the larger issue of recognizing and honoring cultural origins. It further highlights the barriers Indigenous communities encounter in fights against mighty foreign multinationals.
