Naupan, Puebla — Hand-embroidered designs by Mexican artisans will feature in the 2026 FIFA World Cup, thanks to a collaboration between Adidas and the Mexican social enterprise Someone Somewhere. The collection blends contemporary design with traditional textile art.
The line includes six garment models embroidered by women artisans from the community of Naupan in the Sierra Norte region of Puebla. A special lifestyle version of the jersey, inspired by the Mexican national team’s third kit for the 2026 World Cup, features a polo collar, a more casual silhouette, and hand-embroidered details that elevate it beyond sportswear.
According to Antonio Nuño, co-founder of Someone Somewhere, more than 300 people participated in the project, including at least 150 artisans. “The collection generated over 165,000 hours of inclusive work for Indigenous women, who proved that when opportunities arrive and work models are designed to fit their needs, they can achieve the unimaginable,” Nuño said.
True to the social mission of the Mexican brand, each piece includes the name of the artisan who made it and a QR code that allows consumers to learn the story behind the garment, strengthening the connection between creator and buyer.
A Piece for the Adidas Historical Archive
The impact of the collaboration goes beyond commerce. One of the most representative pieces — the hand-embroidered lifestyle jersey — will be preserved in Adidas’s historical archive in Germany. The archive houses iconic items such as the first running shoes made by Adidas in 1925 and the balls used in World Cup finals since 1970.
The jersey features hand embroidery on key elements, including the Mexican Football Federation crest, the brand logo, and floral details on the sleeves, making it a unique piece that combines cultural identity and sports design.
As part of the recognition, artisans Petra and Cata traveled to Germany to personally deliver the garment to the brand’s historical archive. “The treasures in this archive are so valuable that the space has controlled temperature and humidity. No more than six people can enter at a time, and you must wear gloves at all times,” Nuño said.
With this initiative, Mexican artisan work will not only reach millions of fans during the 2026 World Cup but will also be inscribed in the global history of sports design.
