In a notable shift in its advertising strategy, Adidas has decided to withdraw imagery of model Bella Hadid from its campaign for the SL72 trainers, a retro sports shoe first introduced during the 1972 Munich Olympic Games. This decision follows a wave of criticism from Israeli officials concerning Hadid’s involvement in the campaign.
Adidas, the German sportswear giant renowned for its iconic athletic gear, announced it was “revising” its promotional materials in light of the backlash. The SL72 trainers, celebrated by the brand as a symbol of timeless elegance, were initially endorsed by Hadid, an American model of Palestinian heritage.
The controversy stems from Hadid’s past statements and actions. The model has faced scrutiny from the Israeli government, primarily due to her vocal support for Palestinians and criticism of Israeli policies. Notably, Hadid was previously criticized for allegedly endorsing the phrase “From the river to the sea, Palestine will be free,” which some have interpreted as antisemitic.
Israel’s official social media channels voiced their objections, emphasizing that Hadid’s association with the Adidas campaign was troubling due to the historical context of the 1972 Munich Olympics, during which eleven Israeli athletes were tragically murdered by the Palestinian militant group Black September.
In response, Hadid took to Instagram on October 23 to express her sorrow over the loss of innocent lives and to urge her followers to advocate for the protection of civilians in Gaza, reflecting her ongoing commitment to addressing the Israeli-Palestinian conflict.
Adidas issued a statement acknowledging the unintended connections to these tragic historical events and extended an apology for any distress caused. The company stated: “We are revising the remainder of the campaign to address the concerns raised. Although our associations were not intended to cause any offense, we understand and regret the upset caused.”
Despite the removal of Hadid’s images, the campaign featuring other prominent figures such as French footballer Jules Koundé, US rapper A$AP Nast, and Chinese model Sabrina Lan will continue as planned. The company has not detailed the specifics of the revised campaign.
This incident is not unprecedented for Adidas. In October 2022, the company ended its collaboration with rapper Kanye West following his antisemitic remarks, reaffirming its stance against intolerance and hatred. Adidas condemned West’s comments as “unacceptable, hateful, and dangerous,” reflecting the company’s commitment to diversity and respect.
Through these actions, Adidas underscores its sensitivity to complex geopolitical issues and its dedication to maintaining a brand image aligned with its core values of inclusivity and respect.
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