How Adidas Tackles Latin America's Strategy Through Artisanship and Culture
Bad Bunny, Willy Chavarría, and MAZ’s Manuela Álvarez are making history.
A couple of months ago, fashion media in both Colombia and Mexico reported on a unique and striking collection: Raíz de Fénix, created in collaboration between Adidas and the slow fashion brand MAZ, founded by Manuela Álvarez. The collection featured 19 looks, developed over the course of two years, highlighting Colombian identity through a global fashion lens.
MAZ works alongside Indigenous communities, and for this collaboration, the textiles were entirely handmade by 40 artisan families from Bogotá, Cundinamarca, and Putumayo.
In an interview with Colombian media outlet Cromos, Álvarez said:
It speaks well of a company like Adidas—a massive, transversal brand for everyone—that they would take a risk, an experiment and a challenge, in offering a collaboration to a niche brand focused on Latin American sustainable luxury, a brand that is handmade, rooted in Indigenous an…