Willy Chavarria’s work with adidas has been widely praised for its bold aesthetics and socially aware design. The latest drop - the “Oaxaca Slip-On” - was intended as a tribute to the artistry of Oaxaca and the Zapotec community of Villa Hidalgo Yalálag. However, the launch sparked criticism for the absence of direct collaboration with the community it sought to honour. Both Chavarria and adidas have since issued public apologies, acknowledging the oversight and pledging to work directly with Yalálag in the future.

📊 Supporting Stats

69% of Gen Z consumers prefer brands that authentically represent diverse cultures (Deloitte Digital, 2024).
Cultural heritage drives significant economic value - Mexico’s indigenous crafts generate an estimated $200M annually in local economies (UNESCO, 2023).
42% of consumers have stopped supporting brands they perceive as culturally disrespectful (Sprout Social, 2023).

🧠 Decision: Did It Work?
Culturally: The intent was respectful, but the process missed a key step - active, early-stage community partnership.
Commercially: The long-term brand equity in Latin America and among culturally aware consumers will depend on how adidas follows through on their commitment to collaborate.
Creatively: The design retains its beauty and narrative potential, but its story now depends on how it evolves in partnership with those it represents.

📌 Key Takeouts

What happened: A well-intentioned tribute to Oaxacan culture was launched without initial community involvement, leading to accusations of appropriation.
What worked: Immediate public acknowledgment of the issue and named commitments to dialogue with Yalálag.
What didn’t: Bypassing the co-creation process diminished cultural authenticity.
Signals: The bar for cultural engagement is rising - homage is no longer enough without equitable involvement.
For brands: Even with the best intentions, community voices need to be in the room from day one.

🔮 What We Can Expect Next
If adidas and Chavarria turn their commitment into a tangible partnership - involving Yalálag artisans in future designs, profit-sharing, or cultural storytelling - this could become a case study in how to recover from a cultural misstep without losing brand respect. The broader trend? Expect more brands to embed cultural liaisons and formal agreements into the creative process to ensure homage comes with shared ownership.