adidas Mexico has partnered with social enterprise Someone Somewhere to unveil the Mexico 2026 FIFA World Cup Third Kit. The release marks a significant milestone for both football and social enterprise, becoming the first World Cup jersey in history to incorporate authentic handcrafted artistry created by Indigenous artisans.
As Mexico prepares to become the first nation to host three FIFA World Cups, the jersey serves as a powerful celebration of identity, heritage and community.
Elevating Indigenous Artistry to the World Stage
What sets this release apart is the story behind its limited-edition capsule collection.
Only 2,026 long-sleeve jerseys have been produced, a symbolic tribute to the 2026 FIFA World Cup. Each of these special edition garments features intricate hand embroidery created by more than 150 Indigenous women artisans from Naupan, Puebla
Over the course of a year, the artisans carefully stitched vibrant fireworks-inspired patterns onto the jerseys, transforming each piece into a unique work of art.
In an industry often driven by mass production, this collaboration demonstrates how global brands can create products that honour craftsmanship, celebrate cultural traditions and generate meaningful economic opportunities for local communities.
The Social Enterprise Behind the Collaboration
At the heart of this initiative is Someone Somewhere, a Mexican social enterprise that works with artisan communities across the country to preserve cultural heritage through contemporary design.
By connecting traditional makers with global markets, the organisation helps create sustainable livelihoods while ensuring that generations of craftsmanship continue to thrive.
Rather than treating artisans as anonymous contributors within a supply chain, the collaboration places their stories front and centre. Every limited-edition jersey includes a tag bearing the artisan's name alongside a QR code linking directly to their personal story.
This level of transparency creates a direct connection between maker and customer, recognising the skill, creativity and cultural knowledge embedded in every piece.
