Adidas and Latino Designer Willy Chavarría Backlash Brings the History of Mexican Huaraches Into Focus

Adidas finds itself in the middle of a cultural firestorm after unveiling a sneaker that drew heavily from the traditional Mexican huarache. The design, presented as part of a global campaign, provoked outrage among Indigenous artisans and cultural commentators who saw the move as another instance of a multinational brand capitalizing on local heritage without recognition or reciprocity. The criticism quickly escalated across social media, where Mexican users questioned the erasure of identity behind the glossy reinterpretation.

The Roots of Huaraches and the Debate Over Origins

Huaraches are not a passing fashion trend but a cultural artifact with origins that stretch back centuries. Before they appeared in urban markets or fashion collections, they were made by Indigenous artisans in western and central Mexico, particularly in states like Jalisco, Michoacán, and Guerrero. Archaeological traces suggest pre-Columbian communities crafted woven sandals using leather and plant fibers, adapting them to regional climates and terrains.

According to Mexico’s official website, their very name derives from the Purépecha word kwarachi, showcasing their Indigenous lineage. Early designs often featured soles made from yucca or agave fibers before leather became the dominant material during colonial times. In many villages, huaraches carried meanings beyond utility: they were worn during rituals, associated with agrarian work, and even gifted in ceremonies as symbols of endurance and belonging.

Over generations, the huarache came to embody rural resilience and artisanal mastery. Each pair carried the imprint of the maker’s skill, woven with patterns unique to family workshops and towns. In places like Sahuayo, Michoacán, where huarache-making developed into a renowned craft, the tradition became central to both cultural identity and local economies. To walk in huaraches was to carry history on one’s feet, a connection to place and ancestry that survived colonial disruption and industrial expansion.

Their transformation into mass-produced footwear diluted that meaning, yet for the artisans who still cut and braid by hand, huaraches remain a living tradition. Contemporary models may travel global runways, but in markets and small shops across Mexico, the practice continues, linking today’s wearers with the memory of generations before them.

When global brands strip the design from its lineage, the gesture is read not as homage but as appropriation. The recent Adidas controversy reignited long-standing debates in Mexico over ownership, credit, and the survival of Indigenous crafts in a global marketplace that too often extracts without giving back.

The Broader Debate Over Cultural Appropriation

The backlash Adidas faces is not an isolated episode. Over the past decade, major fashion houses and sportswear brands have faced similar criticism for reworking Indigenous or folkloric motifs without acknowledgment. Each controversy has amplified calls from Mexican artists, activists, and policymakers for structural changes that protect traditional knowledge and ensure fair compensation.

In this climate, Adidas’ retreat from the huarache-inspired release was almost inevitable. The company issued an apology and withdrew the product, but the larger questions remain unsettled. How can corporations celebrate cultural heritage while respecting its origins? What does accountability look like in a market that rewards reinvention more than preservation?

For many Mexicans, the answer lies not in apologies but in partnerships. Genuine collaboration with artisans, investment in local workshops, and transparent recognition of design sources are seen as essential steps. Until then, each attempt to commercialize cultural heritage without proper attribution risks triggering the same cycle of lingering mistrust.