Post by Carl LaFong on Oct 1, 2022 4:27:59 GMT
Morocco's culture ministry has accused Adidas of appropriating Moroccan culture in its new jerseys for Algeria's football team.
Adidas said the design was inspired by the Mechouar Palace in Algeria.
However the geometric blue, teal and yellow design is a pattern called zellige, which is common in Moroccan mosaics, the ministry's lawyer said.
The neighbouring nations have a long history of tensions, as they continue to dispute Western Sahara.
Lawyer Mourad Elajouti wrote on Facebook that he had issued a legal warning to Adidas, on behalf of Morocco's Ministry of Culture.
In a letter to the company's chief executive Kasper Rorsted, Mr Elajouti said the new design was cultural appropriation and "an attempt to steal a form of Moroccan cultural heritage and use it outside its context".
He has demanded the German sportswear brand remove the design within two weeks.
Mr Elajouti added that Algeria's 2022-2023 season kit "contributes to the loss and distortion of the identity and history of these [zellige] cultural elements".
The BBC has contacted Adidas for comment.
www.bbc.co.uk/news/world-africa-63084459
Adidas said the design was inspired by the Mechouar Palace in Algeria.
However the geometric blue, teal and yellow design is a pattern called zellige, which is common in Moroccan mosaics, the ministry's lawyer said.
The neighbouring nations have a long history of tensions, as they continue to dispute Western Sahara.
Lawyer Mourad Elajouti wrote on Facebook that he had issued a legal warning to Adidas, on behalf of Morocco's Ministry of Culture.
In a letter to the company's chief executive Kasper Rorsted, Mr Elajouti said the new design was cultural appropriation and "an attempt to steal a form of Moroccan cultural heritage and use it outside its context".
He has demanded the German sportswear brand remove the design within two weeks.
Mr Elajouti added that Algeria's 2022-2023 season kit "contributes to the loss and distortion of the identity and history of these [zellige] cultural elements".
The BBC has contacted Adidas for comment.
www.bbc.co.uk/news/world-africa-63084459
