Sheinbaum announces law against cultural theft after Adidas case

President Claudia Sheinbaum announced the creation of new legislation seeking to protect the cultural heritage of Mexico's Indigenous peoples. This measure follows the controversy surrounding the "Oaxaca Slip-On" huaraches, designed by artist Willy Chavarría in collaboration with Adidas, which were accused of cultural appropriation.

During a press conference, the president lamented that cases of theft of ideas still exist, despite the fact that Mexican law includes provisions to protect intellectual property and intangible heritage.

"We are working on a law that truly defends the creations of our indigenous peoples and prevents a repeat of what we saw with this huarache design," Sheinbaum said.

The conflict began when Adidas launched a model called the "Oaxaca Slip-On," presented at the Puerto Rico Museum of Art. The shoe was inspired by the traditional huaraches from Villa Hidalgo Yalalag, in the Sierra Norte of Oaxaca, known for their distinctive crisscross weave and black leather.

Although the design combined modern elements—such as a high-top athletic-style sole—with traditional aesthetics, the lack of consultation with or direct recognition of the community of origin drew criticism from cultural heritage advocates.

Undersecretary of Cultural Development Marina Núñez supported the president's position, asserting that the company and the designer had committed cultural appropriation by using traditional elements without formal authorization.

However, he acknowledged that Adidas has already initiated dialogue with the Oaxaca government to establish a compensation mechanism for the affected community, in accordance with the Federal Law on the Cultural Heritage of Indigenous and Afro-Mexican Peoples and Communities.

This type of controversy is nothing new. Brands like Carolina Herrera and Isabel Marant have been called out for using traditional Mexican textiles or symbols in their collections without the consent or recognition of the communities.

Organizations such as the National Institute of Indigenous Peoples (INPI) and indigenous design groups have repeatedly denounced these practices, increasing pressure for stricter legislation.

The new legislation in progress seeks not only to penalize appropriation, but also to establish mechanisms for prior consultation, economic recognition, and legal protection for the cultural expressions of indigenous peoples.

The creation of a national registry of traditional designs is planned, as well as a support fund so that communities can market their creations under fair conditions.

"It's time to stop romanticizing indigenous people only when it's convenient. Respect begins with recognizing their authorship and right to their culture," declared a representative of Zapotec artisans.

The news has generated a wave of support on social media, where hashtags like #ItsNotInspirationItsAppropriation and #RespectForCulture have trended. Various public figures, activists, and academics have celebrated the initiative, considering it a key step toward cultural justice.

Meanwhile, in Oaxaca, artisans hope that this law will restore not only the rights to their designs, but also the national and international recognition they deserve.

The Adidas case has reopened an urgent debate in Mexico: what is the true value of traditional culture and who can benefit from it? The bill promoted by Sheinbaum represents a step forward in the protection of the country's cultural identity and a necessary brake on the extractive practices of global design.

Mexico is ready to stop being just an inspiration: it wants to be the author, owner, and protagonist of its own legacy.