Adidas has withdrawn Bella Hadid, a prominent supermodel and vocal advocate for Palestinian rights, from its latest advertising campaign following backlash related to the campaign’s connection to the 1972 Munich Olympics. This decision, announced on July 19, 2024, has sparked considerable debate and drawn significant attention to both the campaign and Hadid’s outspoken activism.
The campaign in question was designed to promote Adidas’s retro SL72 shoe, a model originally released during the 1972 Munich Olympics. However, the event is infamously remembered for the tragic incident where members of the Palestinian group Black September took Israeli athletes hostage, leading to the deaths of eleven Israelis, a German police officer, and five Palestinian attackers after a failed rescue attempt.
Adidas’s decision to feature Bella Hadid, who is of Palestinian descent and known for her pro-Palestinian stance, quickly drew criticism from pro-Israeli groups and the Israeli government. The criticism centered around the insensitivity of linking a product to a tragic historical event, particularly with a figure who has publicly criticized the Israeli government and expressed support for Palestinian rights.
In response to the backlash, Adidas released a statement apologizing for any distress caused by the campaign. “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,” the company said. Adidas further announced that it would be revising the remainder of the campaign with immediate effect.
Bella Hadid has a history of using her platform to advocate for Palestinian rights and criticize the actions of the Israeli government. Her vocal stance has made her a polarizing figure, garnering both support and criticism. In October 2023, Hadid posted on Instagram about the conflict between Israel and Hamas, describing the situation as “the most intense bombardment in the history of Gaza” and lamenting the loss of innocent lives.
The model’s comments have often sparked controversy, such as her response to statements made by Israel’s far-right national security minister, Itamar Ben-Gvir. Ben-Gvir had claimed that the right to life and movement for settlers in the occupied West Bank trumped the right to movement for Palestinians, prompting Hadid to criticize his stance and highlight the ongoing suffering of Palestinians.
Hadid’s advocacy has also led to conflicts with social media platforms. In 2020, Instagram removed a post she shared showing a picture of her father’s passport with his birthplace listed as Palestine. After public outcry and accusations of censorship, Instagram was forced to apologize and restore the post.
The decision to remove Hadid from the Adidas campaign has sparked a wave of support for the model on social media. Prominent figures such as journalists Mehdi Hasan and Candace Owens have criticized Adidas’s decision, with some calling for a boycott of the company. This incident highlights the ongoing tension between corporate interests, historical sensitivity, and the complex politics surrounding the Israeli-Palestinian conflict.
Adidas’s statement emphasized the company’s commitment to unity and equality, asserting that the connections to the 1972 Munich Olympics were unintentional. “The Adidas Originals SL72 campaign unites a broad range of partners to celebrate our lightweight running shoe, designed more than 50 years ago and worn in sport and culture around the world,” the spokesperson said. “We believe in sport as a unifying force around the world and will continue our efforts to champion diversity and equality in everything we do.”
The controversy surrounding the campaign underscores the delicate balance companies must maintain when dealing with historical events and politically charged issues. It also reflects the broader societal debates about the role of celebrities and influencers in political activism and the responsibilities of global brands in navigating these complex landscapes.
