Model Bella Hadid recently responded to criticism surrounding her involvement in an Adidas ad campaign that the Israeli government denounced for its connection to the 1972 terrorist attack during the Olympics in Munich. Hadid stated that she would not have participated in the partnership had she known about the connection. The advertisement featured Hadid promoting Adidas’ retro-inspired SL 72 shoes, which were initially released during the 1972 Summer Olympics.
In a statement posted on Instagram, Hadid expressed her shock and disappointment over the lack of sensitivity that went into the campaign. She emphasized that she would never knowingly engage with any form of art or work that is linked to a horrific tragedy. Hadid, whose father is Palestinian, has faced scrutiny online for her pro-Palestinian advocacy, particularly following a Hamas attack on Israel. She stated that had she been aware of the connection to the tragic events in Munich, she would not have participated in the campaign.
The backlash against the brand and Hadid began when the official Israel X account, operated by the Foreign Affairs Ministry, commented on the campaign. The account pointed out Hadid’s Palestinian heritage and history of spreading antisemitism, leading to further criticism from the American Jewish Committee. Both organizations criticized Adidas for featuring a model with a controversial background in a campaign recalling a dark moment in Olympic history. Adidas subsequently announced that they were pulling the ad and revising the remainder of the campaign.
Adidas issued a statement expressing regret for any upset or distress caused by the unintentional connection to tragic historical events. The brand did not provide further comments following the backlash. The decision to remove the ads featuring Hadid ignited calls for a boycott of Adidas online. Hadid’s spokesperson stated that she had no further comment on the issue, reiterating her condemnation of hate in any form and her commitment to standing by the people of Palestine while advocating for a world free of antisemitism.
Hadid’s statement emphasized her dedication to advocating for a world free of hate while standing by her Palestinian heritage. She further expressed her commitment to supporting the liberation of the Palestinian people while denouncing antisemitism. Hadid acknowledged that more research should have been done by her team, Adidas, and herself to prevent participation in a campaign that inadvertently linked to a tragic event. The fallout from the controversial campaign highlights the complexities of engaging in advertising that touches upon sensitive historical events and the importance of thorough research and awareness in such collaborations.
