adidas and Someone Somewhere bring Puebla embroidery to Mexico World Cup kit
adidas and Someone Somewhere turned Mexico's third World Cup kit into a seven-piece craft drop, with 150 Puebla artisans, more than 100,000 embroidered details and maker QR codes.
adidas did not treat Mexico’s World Cup moment like another replica-jersey rollout. Instead, it turned the third kit into a craft proposition, pairing Team Mexico’s football heat with the handwork of women artisans from Naupan, in Puebla’s Sierra Norte, for a seven-piece adidas Originals x Someone Somewhere collection that reads more like collectible streetwear than standard tournament merchandise.
The collection launched on May 11 and sits inside adidas’ broader Mexico 2026 third-kit story, built around “The Mexican Wa (y)ve” concept and the slogan “Somos México.” adidas framed the jersey around Mexico’s unusual place in football history as the only country to host three men’s FIFA World Cups, in 1970, 1986 and 2026. That history gives the project a sharper commercial edge: this is not just a national-team shirt, but a kit tied to a country that has become part of the tournament’s mythology.
What makes the collaboration stand apart is the labor inside it. More than 150 women artisans from Naupan helped bring the line to life, adding floral motifs, reworked Trefoil elements, the Mexico National Team crest and embroidered details across adidas stripes. The work reportedly took 15 months and involved three embroidery workshops in Naupan, with the artisan network connected to the project now said to exceed 300 women across Mexico. Another layer of specificity matters here too: the garment tags name the maker, identify where each piece was made and include a QR code linking to the artisan’s profile.
That traceability is the real differentiator. In a market crowded with “special editions,” adidas and Someone Somewhere built a product story with human authorship baked in. Hypebeast noted that sister embroiderers Catalina and Petra Secundino Pérez led an embroidery workshop in Los Angeles for creators, designers and stylists, a smart move that pushed the craft beyond a local narrative and into the broader fashion conversation. For the women involved, embroidery was presented not only as ornament, but as a way to preserve identity, memory and knowledge while sustaining family livelihoods.
The most explicit collector play is the numbered Mexico third jersey, limited to 2,026 units. It uses the authentic long-sleeve kit as its base, adds CLIMACOOL+ technology and extends the artisan treatment into a sports product that feels unusually finished. adidas even archived the jersey in Herzogenaurach, Germany, signaling that it sees this as a milestone piece, the first limited-edition soccer jersey embellished by Mexican artisans.
In a moment when Indigenous textile labor is being more publicly recognized in Mexico, the collection’s value lies in that collision of kit culture, named makers and limited supply. It gives adidas a rarer kind of World Cup product, one with spectacle, authorship and a craft signature strong enough to survive far beyond the tournament.
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