Adidas and Willy Chavarria called a shoe 'Oaxaca' — then Mexico called it appropriation

In August 2025, Adidas found itself at the center of an international cultural appropriation controversy. The footwear giant's collaboration with American designer Willy Chavarria had produced the 'Oaxaca Slip-On' — a molded black open-toe shoe inspired by traditional huarache sandals handcrafted by indigenous artisans in Oaxaca, Mexico. The shoe was manufactured in China without any consultation, credit, or compensation to the communities whose design it referenced.

The backlash was swift and reached the highest levels of Mexican government. President Claudia Sheinbaum publicly criticized Adidas at a press conference, stating that 'big companies often take products, ideas and designs from Indigenous communities.' Mexico's Deputy Culture Minister Marina Nunez confirmed the government was exploring legal action to secure 'restitution to the people who were plagiarised.' The controversy was amplified by the shoe's straightforward naming — 'Oaxaca' — which made the cultural reference explicit rather than abstract.

Adidas and Chavarria both issued apologies within days. Chavarria released a statement saying he was 'deeply sorry that the shoe was appropriated in this design and not developed in direct and meaningful partnership with the Oaxacan community.' Adidas publicly apologized and requested a sit-down with Mexican authorities to discuss how to 'repair the damage' to indigenous communities. The company took down promotional images from social media and Chavarria's channels. In a letter to Mexican officials, Adidas stated it 'deeply values the cultural wealth of Mexico's Indigenous people.'

The incident highlighted the risks of cultural appropriation in an era when consumers and governments hold brands accountable for origin stories. Unlike earlier controversies where brands faced consumer boycotts, the Oaxaca case carried the threat of state-level legal action. The shoe was pulled from sale, though Adidas did not disclose the financial impact. For Chavarria — Calvin Klein's former SVP of design and a rising star in fashion — the backlash was a career-defining moment that tested the boundary between homage and exploitation.