Adidas and partner Someone Somewhere face blistering backlash over allegations that Indigenous women in Puebla, Mexico, were paid pennies per hour to hand-embroider Mexico’s 2026 World Cup jerseys.
Reports claim artisans received just 25-40 pesos (~$1.50–$2 USD) hourly for intricate work taking over 11 hours per garment—while jerseys retail for up to $250.
Viral videos show the women proudly modeling their creations, yet critics call it modern exploitation masked as “cultural celebration.” The special collection features traditional embroidery techniques blended with official crests.
Companies touted it as empowering over 150 artisans. Instead, investigative reports reveal modified designs rushed for profit, with women allegedly facing pressure to meet deadlines.
“They romanticize our culture while paying slave wages,” one artisan told Proceso. Adidas insists fair practices were followed and artisans were paid above local minimums—but outrage continues.
Social media explodes with #AdidasExploitation trending. Soccer fans boycott; Indigenous rights groups demand audits.
Defenders argue the project provided income in impoverished communities, but opponents counter that global brands profiting billions have a duty to pay living wages. The scandal strikes at the heart of “woke capitalism”: is celebrating heritage enough when workers are underpaid?
As Mexico gears up for the 2026 World Cup, this controversy could tarnish Adidas and the national team’s image. Will sponsors step up, or will fans force change?
The jerseys may be beautiful—but the story behind them is ugly. Public pressure is mounting.
