Adidas Pays Indigenous Mexican Women to Embroider World Cup Jerseys

Adidas partnered with social enterprise Someone Somewhere to hire over 150 Indigenous women in Puebla to hand-embroider Mexico's 2026 World Cup jerseys. Rather than charity, the arrangement treats their work as a paid commercial service, cutting out middlemen who typically profit from artisan labor. The key test: whether this model outlasts the tournament or remains a one-time gesture.