Morocco Accuses Adidas of Cultural Appropriation in Algeria Jersey Design

In this warning addressed to Kasper Rorsted, CEO of the Adidas group at its headquarters in Germany, Me Mourad El Ajouti specified that "Moroccan zellige" is a "cultural appropriation", which is defined as "the act by which a person or organization from a different culture seizes a traditional cultural expression, to adapt it to another culture in a different context, without authorization or mention of the source or remuneration in a way that is detrimental to the holders of the traditional cultural expression in question".

The lawyer informed the Adidas CEO "that the motifs used in [his] creation are inspired by motifs present in the monuments of the Medina of Fez and the Chellah Site, inscribed on the UNESCO World Heritage List in 1981 and 1985..." And to add: "Thus, I formally notify you to kindly ask your teams to remove the collection mentioned above within 15 days from the receipt of this letter, failing which, plan a communication relating to the motifs used from the art of Moroccan zellige, and possibly pay a portion of the profits to the Moroccan artisans holding the rights".

The Ministry of Youth, Culture and Communication intends to spare no effort to defend Moroccan heritage in the world and denounce such practices.