Adidas, a well-known sports apparel company, has recently come under fire for their choice of model in their latest campaign. The campaign, which relaunched a shoe from the 1972 Munich Olympics, featured Palestinian model Bella Hadid as the face of the brand. This decision has caused controversy due to Hadid’s vocal criticism of the Israeli government and her Palestinian heritage.
The SL 72 campaign, unveiled on Monday, brought back the “coveted classic” sneaker that was first designed for Adidas athletes at the Munich Olympics. The ad, which appeared on Adidas platforms and a Times Square billboard, showed Hadid wearing the trainers while holding flowers. The caption read, “Giving Bella Hadid her flowers in the SL 72,” but has since been deleted by Adidas.
However, this decision to feature Hadid in the campaign has been met with criticism and backlash from the public. The 1972 Munich Olympics was a tragic event where Palestinian terrorists infiltrated the Olympic Village and killed 11 Israeli athletes. This event, known as the Munich massacre, is still remembered and mourned by many. The fact that Hadid, a vocal critic of the Israeli government, was chosen to represent the relaunch of a shoe from this event has been deemed inappropriate and insensitive by many.
The American Jewish Committee posted on Twitter, “For Adidas to pick a vocal anti-Israel model to recall this dark Olympics is either a massive oversight or intentionally inflammatory. Neither is acceptable.” Anti-Defamation League CEO Jonathan Greenblatt also criticized Adidas’ decision, calling it a “serious misjudgment that dishonors the victims.” Even the Israel Ministry of Foreign Affairs-run Twitter account responded to Adidas’ post, expressing their disappointment in the company’s choice.
As a result of the backlash, Adidas has issued an apology and announced that they will be making changes to the campaign. In a statement, a company spokesperson said, “We are conscious that connections have been made to tragic historical events – though these are completely unintentional – and we apologize for any upset or distress caused. As a result, we are revising the remainder of the campaign.” However, they did not specify what these revisions will be.
Adidas also stated that they believe in sport as a unifying force and will continue to champion diversity and equality in everything they do. They have always been committed to promoting diversity and inclusivity within their brand, and this incident is not a reflection of their values.
Hadid, who is known for her pro-Palestinian views, frequently speaks out against the Israel-Hamas War on social media. In June, she and her sister Gigi Hadid donated $1 million to Palestinian relief efforts. Hadid has also been vocal about her Palestinian heritage and her support for the Palestinian people. However, her involvement in this campaign has caused controversy due to the sensitive nature of the event it is commemorating.
It is important to note that Hadid’s ad has been taken down from Adidas’ social media accounts, but it is still featured on the company’s website as of Friday morning. This shows that Adidas has taken the public’s concerns seriously and is taking steps to rectify the situation.
In conclusion, Adidas has apologized for their decision to feature Bella Hadid in their SL 72 campaign. The company has acknowledged the unintentional connection to a tragic historical event and has taken steps to revise the campaign. Adidas remains committed to promoting diversity and equality, and this incident does not reflect their values. Let us hope that this situation serves as a reminder for brands to be mindful of their choices and to promote inclusivity and sensitivity in their campaigns.
