Adidas launches new collection of Moroccan-style t-shirts

RABAT – Adidas launched Wednesday in Rabat a new collection of t-shirts with a Moroccan touch was launched as part of an agreement concluded between Morocco’s Ministry of Youth, Culture and Communication and the sportswear company.

This initiative aims to pay tribute to Moroccan artisans and to recognize the richness of Moroccan cultural heritage, in the face of attempts to pirate the North African kingdom’s precious heritage.

Negotiations with Adidas resulted in the creation of a collection of t-shirts bearing the names of Moroccan cities and highlighting the artistic history of the kingdom, with a particular tribute to traditional artisans.

A group of women from traditional handicraft cooperatives will take part in this initiative.

In the next stage, the t-shirts will be decorated with “tarz Rbati” and “Boucherouit” motifs.

T-shirts featuring heritage and architectural paintings from Morocco will be on sale in Adidas stores across Morocco from Thursday. This marketing operation will then be extended to other Adidas stores around the world.

This collection is the result of a legal agreement concluded between the Ministry of Culture and Adidas after months of negotiations.

Under this agreement, a group of Moroccan cooperatives and artisans will benefit from financial profits in return for their contribution to the design of the t-shirts.

The initiative is the latest slap in the face of Algeria’s failed attempts to pirate Morocco’s heritage, including “zellij”, a style of mosaic tilework made from individually hand-chiseled tile pieces, which is famous across the world.