Adidas apology to Mexico wins over Chinese netizens

What happened: Adidas vs Mexico Adidas recently found itself embroiled in controversy over the “Oaxaca Slip-On,” a shoe created in collaboration with Mexican American designer Willy Chavarría, after it was accused of copying Mexico’s traditional handmade “huarache” sandals. The design pairs a sneaker sole with a woven leather upper, closely mirroring traditional huarache sandals made by Indigenous communities in Oaxaca, Mexico. Its release sparked strong backlash in Mexico, where local media and artisan groups accused Adidas of commercializing a traditional craft without permission. On August 8, Mexican President Claudia Sheinbaum publicly criticized Adidas during a routine press conference, showing side-by-side images of the huarache and the “Oaxaca Slip-On.” She accused the brand of stealing Indigenous creativity, called for compensation, and announced legal proceedings. Citing Mexico’s 2021 Cultural Heritage Law, she stressed that Indigenous cultural elements are collective intellectual property and that unauthorized use is illegal. In response, Adidas and Chavarría publicly apologized. The German sportswear giant acknowledged that the design was inspired by traditional weaving techniques from Oaxaca and said it has been in contact with local authorities and communities to explore possible collaborations and remedies. The Jing Take: Apologize fast, rebuild faster Many Chinese consumers on Xiaohongshu (also known as RedNote) defended Adidas, saying it had merely drawn inspiration for its design. One user (@小红薯6146F35) commented, “All design comes from life — legally, this shouldn’t be a problem.” Others felt Mexico’s reaction was excessive. While some netizens still expressed disapproval of Adidas’ plagiarism, the overall volume of negative sentiment remained low. “It’s always a tricky line,” another user (@雪葫芦颠僧) wrote, “but Mexico’s response feels way too strong.” The episode shows that Adidas’ prompt apology helped steady its image in the Chinese market. Why brand apologies work differently in China For Chinese consumers, admitting fault immediately matters more than any defense. As Gao Ming, senior vice president and managing director of luxury for Greater China at Ruder Finn, tells Jing Daily, the meaning of an apology differs across cultures. In China, when a public controversy erupts, consumers expect brands to apologize at once as a way to preserve trust and social harmony; in the West, an apology is often seen as admitting fault and accepting legal liability, making brands more cautious. In addition to issuing a prompt apology, “having the courage to admit mistakes” can also win goodwill in China, and Burberry is a prime example. Before the appointment of its new CEO, Joshua Schulman, in July 2024, the luxury brand had long been mired in a slump in performance. On the earnings call of November 14, 2024, Schulman openly admitted that in recent years, Burberry had strayed from its core DNA and neglected its heritage values in the pursuit of modernity. Specifically, it had excessively chased trends and marketing hype, leading to the marginalization of its iconic trench coat category; at the same time, its leather goods were overpriced, but their product strength and category authority failed to improve in tandem. On that day, he also unveiled a new strategy called “Burberry Forward,” aimed at reshaping global consumer perception and expectations of the brand. This sincere self-reflection and willingness to admit mistakes became a turning point in rebuilding confidence in the brand. On the same day, Burberry’s share price surged 22.4%, reflecting the capital market’s strong optimism for its revival prospects. In today’s hyper-transparent world, consumers are acutely aware of a brand’s moral compass. Adidas’ apology shows that a swift, sincere response can not only defuse a crisis but also rebuild trust. Compared with evasion or vague statements, owning mistakes and engaging openly can sometimes spark unexpectedly positive resonance. Read more: How global sports brands are crafting local impact 2025’s biggest brand controversies (so far) Is 2024 the year of Fan Bingbing’s global comeback? The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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Adidas apology to Mexico wins over Chinese netizens