Adidas executives personally visited a small Indigenous town in southern Mexico to apologise for a shoe design criticised as cultural appropriation, pledging future collaboration to respect local heritage.

Adidas sent representatives from its Mexican branch to Villa Hidalgo Yalalag, a small town in Oaxaca, following criticism of the 'Oaxaca Slip On,' a sandal-inspired shoe designed by Mexican-American designer Willy Chavarria.

Karen Gonzalez, head of Legal and Compliance at Adidas Mexico, apologised in person to the community of fewer than 2,000 residents, emphasising that the company would work with the town to honour its cultural heritage in the future.

"We understand this situation may have caused discomfort, and for that reason, we offer a public apology," Gonzalez said at an outdoor sports field.

Locals said the design closely resembled their traditional handmade huarache sandals.

The apology event featured traditional music and Indigenous attire. The controversy had drawn national attention after Mexican President Claudia Sheinbaum criticised Adidas and signalled potential legal action to protect Indigenous communities from cultural appropriation.

Mexico has previously accused other global fashion brands of exploiting Indigenous designs without permission.

Copied