Adidas has removed an image of Palestinian supermodel Bella Hadid from a campaign for a retro sneaker inspired by the 1972 Munich Olympics, where Palestinian attackers invaded the Olympic Village and killed 11 Israeli athletes.
The Germany-based sportswear company confirmed on Friday that it was “revising” its promotional strategy for its SL72 shoes following the intense backlash sparked by the involvement of 27-year-old Hadid.
Since the campaign appeared online earlier this week, criticism has grown rapidly, with Israel’s official X account taking the lead.
“Who do you think is the face of their campaign?” the government asked. “Bella Hadid, a Palestinian model with a history of spreading anti-Semitism and calling for violence against Israelis and Jews.”
“She and her father frequently promote blood libel and anti-Semitic conspiracies against Jewish people,” the post continued.
He also mentioned the deadly terrorist attack that took place during the Munich Olympics.
On September 5, 1972, eight Palestinians from the militant group Black September took eleven Israeli Olympic athletes hostage, demanding the release of Palestinians held in Israeli and German prisons. Authorities succeeded in killing five of the eight, but rescue attempts were unsuccessful.
Getty
In September 1972, eight Palestinians from the militant group Black September took 11 Israeli Olympic athletes hostage. (Getty)
The American Jewish Committee also spoke out against Adidas’ decision to use Hadid, saying, “Using a vociferously anti-Israel model as a reminder of these dark Olympics is either a gross oversight or deliberate incitement.”
“Neither is acceptable,” X’s post added.
Adidas responded to the backlash by issuing a statement on Friday, saying, “While completely unintentional, we understand that an association with a tragic historical event has been made and we apologize for any upset or distress caused.”
The image featuring Hadid was then quickly removed from the company’s social media channels.
Following the Oct. 7, 2023, Hamas incursion into Israel (which prompted deadly retaliatory attacks), Hadid has been vocal in her support for Palestinians living in the besieged Gaza Strip, and has donated to campaigns aimed at helping those trapped in the Gaza Strip.
Hadid has not commented on the Adidas controversy.
The campaign for the Originals SL72 running shoes launched on Monday and also features Jules Kunde, rapper A$AP Nast, musician Melissa Vonn and model Sabrina Lan. Adidas describes the sneakers as “a silhouette originally created for road running” and “a retro-inspired classic with effortless appeal.”
First published: July 20, 2024 at 4:03 pm
