In a swift reversal, German sportswear giant Adidas has removed supermodel Bella Hadid from its retro campaign for the SL72 shoe, originally launched during the 1972 Munich Olympics. The decision comes after intense criticism from Israeli officials and Jewish organizations, highlighting the delicate intersection of fashion, politics, and historical sensitivity.
The controversy erupted when Adidas chose Hadid, known for her pro-Palestinian stance, to front the campaign for a shoe linked to an Olympics marred by tragedy. During those games, 11 Israeli athletes were murdered by Palestinian terrorists in an attack that shocked the world.
Israel's official X (formerly Twitter) account didn't mince words, calling out the insensitivity of featuring Hadid in a campaign tied to such a painful moment in Jewish history. Sasha Roytman, CEO of the Movement Against Antisemitism, put it bluntly: "Asking her to launch a shoe from an Olympics where so much Jewish blood was spilled is simply sick."
Adidas quickly backpedaled, issuing a statement acknowledging the unintended connection to "tragic historical events" and promising to update the campaign. They've since scrubbed Hadid's images from their promotional materials, though other brand ambassadors like footballer Jules Koundé and rapper A$AP Nast remain featured.
This isn't Hadid's first brush with controversy. The model, of Palestinian descent, has faced accusations of antisemitism in the past, particularly for allegedly using the slogan "From the river to the sea, Palestine will be free" – a phrase many interpret as calling for the elimination of Israel.
The incident is reminiscent of Adidas's split with Kanye West in 2022 over antisemitic remarks, demonstrating the company's ongoing struggle to balance celebrity partnerships with ethical considerations.
Questions remain about how brands can effectively engage with social issues without stumbling into PR nightmares. For now, Adidas is left to mend fences and reassure a public increasingly aware of the political implications behind their favorite sneakers.
