adidas x Someone Somewhere Unveils Mexico World Cup Kit Collab
adidas and Someone Somewhere have unveiled a seven-piece collaborative collection tied to Team Mexico's new World Cup kit, spotlighting the hand-embroidery craft of indigenous women artisans from Puebla. The partnership marks the second chapter of the two entities' design alliance following their 2024 Copa América success.
By Jordan Ellis
The collaboration represents a deliberate shift in how major sportswear brands approach kit design—moving beyond performance metrics to center cultural heritage and artisanal labor. Each piece in the Someone Somewhere x adidas collection carries hand-embroidered detailing executed by the Puebla-based artisan collective, transforming what could be standard team apparel into wearable documentation of indigenous craft traditions.
Someone Somewhere has built its reputation on exactly this kind of work: elevating traditional techniques within contemporary fashion frameworks without reducing them to aesthetic novelty. The brand's previous Copa América iteration with adidas established proof of concept—that partnership demonstrated both commercial viability and cultural integrity were achievable in the same product. This World Cup extension deepens that relationship, suggesting adidas views the collaboration as more than a seasonal project.
Design & Materials
The seven-piece collection balances accessibility with specificity. Each garment features visible hand-embroidered elements—a detail that reads as intentional labor rather than mass-production mimicry. The pieces maintain the silhouettes and color palettes associated with Team Mexico's official kit while introducing textile variations and construction methods rooted in Puebla's weaving and embroidery traditions. This approach avoids the trap of cultural appropriation by keeping the artisans themselves as the visible centerpiece of the rollout, not simply the invisible supply chain.
The broader context matters here: adidas currently runs 81 active deals across major retailers, averaging 41% discounts on lifestyle and performance apparel. This collaboration, however, sits in premium positioning—the hand-embroidered pieces command pricing that reflects the labor and materials involved, creating a meaningful distinction from the brand's broader clearance activity.
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Release Info
Availability: Launching through adidas and select retailers
Price: Premium positioning (specific retail pending)
Product: adidas x Someone Somewhere Mexico World Cup Collection (7 pieces)
Key Detail: Hand-embroidered by artisan women from Puebla, Mexico
