Following the formal notice procedure launched by the Ministry of Culture and Youth against Adidas in order to request the withdrawal of the collection of sports jerseys inspired by the art of Moroccan Zellige, the German firm comes out of silence and expresses its deep respect to the Moroccan people and craftsmen.
In a press release published this Friday, October 14, Adidas indicated that “ following constructive discussions between Adidas and the Moroccan Ministry of Culture, we can confirm a positive resolution of the recent issue of football shirts” .
Thus, the German firm affirms that the design, which appears in the sports jersey intended for the training of the Fennecs, ” is inspired by the pattern of Zellige mosaics, and is at no time intended to offend anyone »thus expressing his deep respect for the people and craftsmen of Morocco” and “regrets the controversy surrounding this affair” she launched.
In conclusion, Adidas stated that it opposes ” any act that undermines the integrity culture and history of peoples and nations in the world” .
On September 23, Adidas unveiled on its official twitter account the new Fennecs jersey, inspired by Moroccan Zellige, with the caption: “ Inspired by culture and history. Designed for royalty,” which created a wide controversy in Morocco.
Inspired by culture and history. Made to fit for royalty 👑🇩🇿
We introduce the new 22/23 @The Greens home/away kit, and the culture wear collection. Available from October 14. pic.twitter.com/LgIYWsL69x
—adidas Football (@adidasfootball) September 23, 2022
A provocative and ignorant gesture of history and culture, which caused the Ministry of Culture and Youth to react, which mandated the lawyer Mourad ElAddi, to send a letter of formal notice to the legal representative of the Adidas group , in order to request the withdrawal of the collection of sports jerseys inspired by the art of Moroccan Zellige.
In the letter of formal notice sent by Me ElAddi to Kasper Rorsted, CEO of the Adidas Group, it is explained that ” the Twitter page of the company Adidas Mena published on September 23, 2022, a photo of the new jersey of the Algerian football team, claiming that the design of this new jersey is inspired by the patterns present in the palace of Mechouar de Tlemcen with the caption: “Inspired by culture and history. Designed for royalty”.
Mandated by the Ministry of Youth Culture and Communication @mjcc_govyesterday I sent a first letter of formal notice to the legal representative of the group @adidas in order to request the withdrawal of the collection of sports jerseys inspired by the art of Moroccan Zellige.
— Mourad ElAddi (@ElAddi) September 29, 2022
The lawyer argues that the Moroccan Ministry of Culture, whose interests he defends, sent him ” elements of which it appears that, the patterns used in this new design, include representations of the art of Moroccan Zellige, which is akin to a clear attempt at cultural appropriation through your brand » .