The Adidas Mexico Jersey is getting a handcrafted upgrade. Adidas and Someone Somewhere partnered to create a unique collection featuring hand-embroidered details by Mexican artisans. This collaboration stemmed from a LinkedIn post by Antonio Nuño, Someone Somewhere’s CEO, highlighting the potential impact of incorporating artisan embroidery into the millions of Mexico jerseys sold.
Adidas sold an impressive 2.9 million Mexican national team jerseys during the 2022 World Cup. With Mexico co-hosting the 2026 World Cup, the demand for these jerseys is expected to surge. Nuño proposed that integrating hand-embroidered elements could provide significant economic opportunities for Mexican artisans. His initial vision, supported by AI-generated images, suggested that even a small embroidered patch on each jersey, requiring an hour of work, could generate six months of fair wages for over 3,000 artisans.
This vision has now materialized. Adidas launched a new line of Mexico jerseys with intricate hand- embroidery done by women artisans from the Sierra Norte de Puebla region. Each jersey requires over 11 hours of meticulous needlework. This partnership between Adidas and Someone Somewhere beautifully showcases Mexican heritage and craftsmanship while fostering economic growth in rural communities. Someone Somewhere connects brands with artisans, creating sustainable and fairly paid jobs through the production of clothing and accessories.
This collaboration exemplifies how global brands can leverage their reach to support local artisans and preserve cultural traditions. It sets a precedent for other brands to explore similar partnerships that empower communities and celebrate unique skills. The hand-embroidered Adidas Mexico jersey is more than just sportswear; it’s a symbol of cultural pride, economic opportunity, and the power of collaboration. The success of this project raises the question: which brand will be next to embrace this model of sustainable and culturally rich production?
