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Beni Mellal – In a remarkable initiative celebrating Moroccan cultural heritage, global sportswear giant Adidas has launched a unique collection of t-shirts in collaboration with the Ministry of Youth, Culture, and Communication.
The collection, which debuted yesterday in Rabat during the International Book and Publishing Fair (SIEL), pays homage to Moroccan artisans and the country’s rich artistic history.
The Minister of Culture met with representatives from Adidas Morocco and the Moroccan cooperative Art Design, who collaborated on the development of this collection.
The collaboration comes after months of negotiations between Adidas and the Moroccan government, aiming to recognize and celebrate Moroccan cultural heritage in the face of attempts to appropriate it.
This initiative is a direct PR response to the controversy that arose in September 2022, when Adidas faced backlash for using Moroccan zellige art motifs on the Algerian national football team’s jersey. The incident sparked outrage among Moroccans, who accused the company of cultural appropriation.
In response to the controversy, the Moroccan Ministry of Culture issued a formal notice to Adidas, demanding an explanation for the use of Moroccan cultural elements on the Algerian jersey. The ministry emphasized the need to protect Moroccan cultural heritage and prevent its misappropriation by foreign entities.
Following the incident, last May, representatives from Adidas met with Mehdi Bensaid, the Minister of Youth, Culture, and Communication to discuss a potential collaboration. As a sign of reconciliation, Adidas committed to creating a collection of t-shirts that would celebrate Moroccan culture and heritage.
The resulting collection features t-shirts bearing the names of Morocco’s four imperial cities: Rabat, Fes, Meknes, and Marrakech. The designs showcase the country’s artistic legacy, with a special focus on traditional artisans.
As part of the initiative, a group of women from traditional handicraft cooperatives will participate in the design process. In the next phase, the t-shirts will be adorned with iconic patterns such as “tarz Rbati” and “Boucherouit.” The collection will also feature t-shirts displaying Moroccan heritage and architectural scenes.
Starting today, these unique t-shirts will be available at Adidas stores across Morocco before being offered at the brand’s global outlets. The collection is the direct result of a legal agreement between the Ministry of Culture and Adidas, ensuring that a group of Moroccan cooperatives and artisans will receive financial benefits for their contribution to the t-shirt designs.
Houda Fadgi, Managing Director of Adidas Morocco, stated that the company had no intention of offending the Moroccan public with the controversial Algerian jersey design. She promised to promote Moroccan culture through the work of acclaimed Moroccan designer Yassine Mourabit and to involve Moroccan cooperatives and expertise in the process.
This collaboration marks a significant step in preserving and celebrating Moroccan cultural heritage on a global scale, demonstrating the importance of protecting cultural and intellectual property, as well as the need for international brands to acknowledge the origins of the design elements they incorporate into their products.
Read also: Moroccan Zellige: Algeria Escalates Cultural Appropriation of Morocco’s Heritage
