The unveiling of the 2025 Africa Cup of Nations (AFCON) logo over the weekend was a fresh blow to Algeria’s ongoing attempt to claim elements of Moroccan culture. Released over the weekend, the emblem is inspired by the centuries-old Moroccan Zellij mosaic art.
In Morocco, the AFCON logo was widely celebrated. In Algeria, however, state media conspicuously omitted the logo from the tournament’s coverage.
Algeria has long claimed Zellij as part of its cultural heritage, arguing that its craftsmanship flourished in Tlemcen—a city that was historically part of Morocco. Over the years, Algeria has frequently presented Zellij in international exhibitions as an aspect of its heritage.
The debate over Zellij’s origins gained international attention in September 2022, when sportswear giant Adidas released an official jersey for Algeria’s football team featuring Zellij-inspired patterns.
Morocco’s Ministry of Youth, Culture, and Communication responded by instructing Mourad Elajouti, President of Morocco’s Lawyers’ Club, to file a complaint against the German clothing brand for appropriating Moroccan heritage.
Adidas quickly retracted the product, issuing an apology, and distanced itself from the cultural dispute.
To safeguard its heritage, Morocco has taken proactive measures. The Ministry of Culture successfully registered the “Zellige of Fez” with the World Intellectual Property Organization (WIPO), securing official recognition of its cultural provenance.
Beyond Zellij, Algeria has repeatedly sought to claim elements of Moroccan culture, from traditional dishes like couscous to iconic attire such as the caftan.
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