Why Pharrell and Adidas are accused of cultural appropriation in social media firestorm

Mar 7, 2018

Pharell Williams — (Photo by Neilson Barnard/Getty Images for adidas)

Pharrell Williams is in some hot water after a new line from Adidas rubbed people the wrong way.

The hit-making rapper and producer went to India to promote “Hu Holi,” a new collection with Adidas that is inspired by the Holi spring festival.

The company is releasing sneakers, shirts, hoodies, and shorts that are available in a variety of bright colors and they credit the “magic and beauty” of Holi celebrations in India and Nepal for inspiring the new line.

—16,000 sign petition to take back Kobe Bryant’s Academy Award—

When video surfaced of Pharrell participating in the festivities and looking a little uncomfortable while doing so, people went in on social media and accused Adidas of commercializing a sacred Hindu holiday to make a profit.

Several folks took to social media to chastise Pharrell and Adidas for appropriating Hindu culture.

A European company getting an American musician to market a line of apparel/footwear inspired by an Indian festival 🤔

Don’t really care, but yuppp, technically, this is cultural appropriation. @adidasoriginals @Pharrell https://t.co/XwHENmFFFs

— Ishita Trivedi (@Ishita_Trivedi) March 2, 2018

https://twitter.com/prarthanaiyer/status/969641895914823680

Uhhhhh @Pharrell and @adidas trying to make people dish out $200 for a “Holi Hoodie?” You know people can wear anything white to Holi and get this look for free right? Not saying you’re trying to capitalize on a Hindu holiday but….? pic.twitter.com/aRRXWPmKxE

— Bhavin Patel (@Bhav1n) March 2, 2018

Check out the video of Pharrell at the Holy Festival:

Suhag A. Shukla, executive director of the advocacy organization Hindu American Foundation, doesn’t necessarily agree that Adidas is guilty of cultural appropriation.

“I don’t necessarily see a Holi themed sports apparel line any differently than products that might feature Christmas, Diwali, or Hanukkah,” she told HuffPost. “If the usage is respectful and culturally appropriate with a solid nod to roots and meaning, there exists the potential to increase understanding and appreciation, and diversify fashion and beauty aesthetics…Holi is a holiday in which differences are shed and are celebrated, and [Pharrell] seems to express a similar intent for his line.”

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So far, Adidas appears to be standing by its decision to market their line using the Holi Festival which is meant to celebrate the triumph of good over evil.

“Hu was founded upon the principles of unity, equality, humanity, and color with an intention to explore humanity and celebrate diversity around the world. Together Adidas Originals and Pharrell Williams use the platform to help tell stories of others from around the globe,” an Adidas spokesperson told HuffPost in response to the criticism on social media.

During an interview with the Indian news channel NDTV, Williams said he intends to “give diversity as many opportunities to present itself as possible” and is trying to learn more about the country.

“Some of the most beautiful people on the planet are in my opinion from Africa and from India and there’s from light to dark, dark to light on both of those countries and they’re incredibly vivid human beings to begin with, but then their customs and the aesthetic of their customs are just as beautiful,” he said. “The Holi festival is the perfect example, people are literally throwing color around.”