Adidas has announced the removal of Bella Hadid from their latest ad campaign following significant criticism from Israel. The campaign, which featured Hadid promoting a reissue of the SL72 sneakers, originally launched for the 1972 Munich Olympics, has sparked controversy due to the historical context of the Munich Games, where Palestinian militants killed 11 Israeli athletes and coaches.
The decision to pull Hadid from the campaign came swiftly after the backlash intensified. The criticism was mainly centered around the sensitivity of referencing the tragic events of the 1972 Olympics in a promotional campaign featuring Hadid, who has been an outspoken advocate for Palestinian rights. Israel’s official social media accounts were among the first to highlight the issue, pointing out Hadid’s vocal support for Palestine and her recent financial contributions to Gaza relief efforts.
Adidas issued an apology, acknowledging the unintended distress caused by the campaign. “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,” a spokesperson from Adidas stated. The company also confirmed that they would be revising the remainder of the campaign to avoid further controversy.
Bella Hadid, a prominent supermodel with Palestinian heritage, has long been an advocate for Palestinian causes. Her father, Mohamed Anwar Hadid, is a Palestinian real estate mogul, and both Bella and her sister Gigi Hadid have been actively involved in humanitarian efforts related to the Israeli-Palestinian conflict. In May, the Hadid sisters donated $1 million to support humanitarian efforts in Gaza, amidst the ongoing conflict which has resulted in significant casualties and devastation.
The campaign, which intended to honor the 52nd anniversary of the Munich Olympics, featured Hadid wearing the SL72 sneakers, originally launched in 1972. The ads were met with immediate backlash, particularly from the American Jewish Committee and other pro-Israel organizations, which condemned the choice of Hadid as the face of the campaign given her political stance.
Adidas’s quick response to the backlash reflects the heightened sensitivity around historical and political issues in advertising. The brand’s apology emphasized their commitment to diversity and equality, stating, “We believe in sport as a unifying force around the world and will continue our efforts to champion diversity and equality in everything we do.”
The controversy has also highlighted the broader geopolitical tensions that continue to influence public opinion and corporate decisions. Hadid’s vocal stance on Palestinian issues, combined with the historical weight of the Munich Olympics, created a perfect storm of controversy for Adidas. The company’s swift action to pull the campaign underscores the delicate balance brands must maintain when navigating politically and historically charged subjects.
Bella Hadid has yet to publicly comment on the removal from the campaign, but reports suggest she has hired a legal team to address the situation with Adidas. According to TMZ, Hadid is considering legal action against the sportswear giant, accusing them of a lack of public accountability for making her the face of a campaign with such sensitive historical connections.
The broader implications of this incident reflect the ongoing challenges brands face in aligning their marketing strategies with the complex web of global political sentiments. As companies like Adidas strive to maintain a positive public image, they must navigate the intricate and often volatile landscape of historical and political issues with increased caution and awareness.
