Adidas’s design for Algeria is intensely disliked in Morocco
The Moroccans have filed a complain against Adidas for cultural appropriation. According to Morocco World News, the Kingdom’s Ministry of Youth, Culture and Communication has asked the president of the Morocco Lawyers’ Club to raise the issue with the German brand. What’s the score? Algeria’s football team’s new jerseys designed by Adidas have posed a problem. Seen on social media, the tops sport a colour-saturated pattern that, to the Moroccans, are similar to their zellige, geometric tilework of hand-cut mosaic pieces that are made from a clay found in Morocco. Adidas said that the pattern they picked is, in fact, inspired by those seen in the El Mechouar Palace in the heart of the city of Tlemcen, Algeria.
Moroccan Netizens were quick to couner that the El Mechouar Palace was renovated in 2010, “employing Moroccan calligraphy, plaster art, mosaic, and art,” Morocco World News reported. Arousing further disapproval was a video that went viral, purported to show a director who supervised the renovation of the Palace acknowledging the help of the Moroccans, even using materials from their land. The Algerians have not yet commented on the controversy.
According to the BBC, the letter sent to Adidas’s chief executive Kasper Rorsted stated that there was, in the new design for Algeria, “an attempt to steal a form of Moroccan cultural heritage and use it outside its context”. Additionally, Algeria’s 2022-2023 season kit for the footballers “contributes to the loss and distortion of the identity and history of these (zellige) cultural elements”. Zellige (also spelled zellij) tiles in Morocco is very much a part of its ancient architecture, as well as the modern. In fact, these tiles are used in Algeria too, although their tilework and patterns might defer. Such disapproval and disputes are not uncommon in regions with shared history. It sure brings to mind one nasi-lemak squabble of fairly recent time.
Photo: adidas MENA/Instagram