German sportswear giant Adidas has found itself at the center of a heated controversy involving supermodel Bella Hadid, the legacy of the 1972 Munich Olympics, and the ongoing Israel-Hamas conflict. The incident has reignited discussions about corporate responsibility, historical sensitivity, and the role of celebrities in political discourse.
The Campaign and Its Context
Adidas recently launched a campaign featuring Hadid to promote its SL72 shoes, a line originally released for the 1972 Munich Olympics. However, the choice of both the model and the product line quickly drew criticism due to their respective histories.
The 1972 Summer Olympics in Munich were tragically marked by an attack by eight Palestinians affiliated with the militant group Black September. The militants took Israeli Olympic athletes hostage, demanding the release of Palestinians held in Israeli and German prisons. The ensuing gun battle with German police resulted in the deaths of 11 Israeli athletes and one German policeman, casting a dark shadow over the Games.
Israel's Response and Public Backlash
The state of Israel swiftly condemned Adidas's decision on social media platform X, stating: "Guess who the face of their campaign is? Bella Hadid, a model who has a history of spreading antisemitism and calling for violence against Israelis and Jews."
Hadid, whose father is Palestinian, has been a vocal supporter of Palestinian rights, particularly during the current Israel-Hamas war.
Adidas's Response and Campaign Withdrawal
Facing mounting pressure, Adidas made the decision to pull Hadid's ads last Friday. In a statement to NBC News, the company said it was "revising the remainder of the campaign" and acknowledged the unintended historical connections:
"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."
Public Reaction and Divided Opinions
The controversy has sparked a divided response on social media. While some have praised Adidas for its swift action, others have called for a boycott of the brand in support of Hadid.
Potential Legal Action
According to TMZ, Bella Hadid is reportedly considering legal action against Adidas. Sources claim she has hired legal counsel and may sue the sportswear giant for their lack of public accountability. Despite rumors suggesting Adidas had dropped the supermodel, TMZ reports that Hadid remains under contract with the company.
• NBC News and Hyperbeast contributed to this article.
