Tatiana Bernaldez, una semiotista y especialista en simbología textil de Naupan, Puebla, ha criticado a Adidas por su colaboración en la colección especial del tercer uniforme de la Selección mexicana, la “Someone Somewhere Collection”. Según Bernaldez, la marca utilizó a artesanas locales para crear elementos de la colección aplicando técnicas que no corresponden a su tradición.
She raised concerns about labor exploitation, stating that the artisans were paid only 36 pesos per hour and were promised medical insurance that they did not receive. Bernaldez argues that the design choices—like the inclusion of an eagle that does not represent Naupan—misrepresent and commercialize the indigenous culture, stripping it of its original context and significance.
Highlighting the geographical and cultural uniqueness of Naupan, Bernaldez lamented that such collaborations tend to distort the rich symbolism of the community. She emphasized the urgent need to protect the cultural and patrimonial rights of indigenous communities, particularly when engaged in such economic partnerships.