Adidas regrets Backlash of use of Zellij in Algerian Jerseys; expresses respect for Moroccan people & craftsmen

Sportswear retailer Adidas announced on Friday that it had reached a legal settlement with the Moroccan Ministry of Culture over the use of Moroccan Zellij mosaic in the design of the Algerian football team’s jerseys, and expressed deep respect for the Moroccan people and craftsmen.

Adidas issued a press release on Friday in response to the controversy its new wear jerseys created, emphasizing that “constructive” talks with Morocco have led to a “positive resolution” to the recent football jersey issue.

Following bilateral discussions with the Moroccan ministry in charge of the sector, the international sportswear brand explained that the design is actually inspired by the pattern of the Zellij mosaic, but was at no time intended to offend anyone.

Adidas also expressed “regret” over the controversy, expressing deep respect for the Moroccan people and craftsmen, and stressing that it “will object to any action that would usurp culture and prejudice the historical heritage of peoples and nations.”

The Ministry of Culture has already issued a court warning to the international sportswear brand regarding the cultural appropriation of Moroccan heritage in the design of the Algerian jersey.

The notice addressed to the company criticized “the economic exploitation of cultural Moroccan heritage, by copying designs without examining their history and identity importance.”

The notice also stated “assigning a Moroccan cultural component to another country is an unjustified political interference, and an attempt to rob the cultural elements of society.”

“The Ministry of Culture retains its full right to pursue both legal action and fair compensation procedures to redeem having seized these traditional cultural expressions and reused them out of context, ignoring their cultural significance, and distorting them from their origin,” added the notice.