Adidas Pays Indigenous Artisans Direct Wages for World Cup Jersey Embroidery

Adidas and social enterprise Someone Somewhere commissioned over 150 Indigenous women from Naupan, Puebla to hand-embroider Mexico's 2026 World Cup jerseys. The partnership treats artisan labor as a commercial input with fixed wages, not charity. The model short-circuits supply chains that typically extract value from producers. Whether it sustains beyond this tournament — key details like total units and compensation structures remain undisclosed — will test whether such arrangements can durably reshape brand-to-artisan relationships.