Adidas has issued a public apology to a small Indigenous town in Mexico's Oaxaca state for a shoe design criticized as cultural appropriation.

Executives from the German sportswear manufacturer traveled to the town of Villa Hidalgo Yalalag to personally deliver their remarks after issuing a written apology last week.

Adidas apologizes for cultural appropriation

The company admitted its Oaxaca Slip On shoe, created by Mexican American designer Willy Chavarria, closely resembled traditional huarache sandals made in the community.

"The Oaxaca Slip On model was conceived taking inspiration from a design originating in the state of Oaxaca, typical of the tradition of the town of Villa Hidalgo Yalalag," said Karen Gonzalez, legal head of Adidas Mexico, speaking with residents.

"We understand that this situation may have caused discomfort, for which we offer a public apology."

Gonzalez added that the company would work in collaboration with the town in the future, which relies on handicrafts for its livelihood.

Chavarria also issued a statement saying he was "deeply sorry" and regretted not working directly with local artisans from the Oaxacan community.

Apology welcomed 

The controversy drew national attention after President Claudia Sheinbaum accused Adidas of exploiting Indigenous culture and vowed stronger protections against global brands copying traditional designs.

"It's collective intellectual property. There must be compensation. The heritage law must be complied with," Sheinbaum said earlier this month.

Oaxaca's Ministry of Culture and Arts has accepted Adidas' apology as a "historic act of recognition of the Indigenous peoples of Oaxaca."

Edited by: Louis Oelofse