Adidas recently apologized for a controversial advertising campaign featuring Bella Hadid, which unintentionally evoked the tragic events of the 1972 Munich Olympics. The campaign showcased Hadid, whose father is Palestinian, modeling retro SL72 sneakers.
The 1972 Munich Olympics were marred by a terrorist attack in which members of the Palestinian militant group Black September took 11 Israeli athletes hostage, eventually killing them.
The backlash from the campaign was significant, particularly regarding the association of Hadid with the Munich events due to her father’s background. The promotional images, which also featured other celebrities like soccer player Jules Koundé, led to calls for a boycott of Adidas and criticism from Israel’s official X account. In response to the uproar, Adidas swiftly removed the ads from social media and its website.
Adidas issued a statement acknowledging that the connection between their campaign and the tragic historical event was unintentional. They apologized for any distress caused and announced that they would revise the remaining campaign materials. The company emphasized its commitment to sport as a unifying force and reiterated its dedication to diversity and equality.
Bella Hadid, a vocal supporter of the Palestinian cause, has frequently criticized Israeli military actions in Gaza. Her advocacy on social media has highlighted the ongoing conflict, which has resulted in substantial loss of life on both sides. The current situation involves significant violence, with recent escalations resulting in thousands of casualties.
Hadid has not publicly commented on the removal of the ads, and her representative has not responded to requests for clarification. The incident underscores the sensitivity surrounding representations of political and historical issues in marketing campaigns.
