Bella Hadid, known for her strong pro-Palestinian stance, has embarked on a legal battle against Adidas over a controversial ad campaign. The campaign, celebrating the 52nd anniversary of the 1972 Munich Olympics, referenced the tragic event where 11 Israeli athletes and a German police officer were killed by a Palestinian militant group. Despite her contract with Adidas still being active, insiders claim Hadid was unaware of the campaign’s content and is now planning to sue the athleticwear giant.
The ad, which was meant to revive Adidas’ “coveted classic” sneaker line from the 1970s, has sparked significant backlash. Hadid, identifying as a “proud Palestinian,” felt the campaign’s associations with the tragic historical event were inappropriate and offensive. In response to the controversy, Adidas has issued an apology, stating the connections to the Munich massacre were “completely unintentional.”
Adidas Apologizes and Revises Campaign
Amid the growing backlash, Adidas has taken steps to rectify the situation. The company has dropped the controversial advertisement and is revising the remainder of the campaign. All posts featuring Hadid from the campaign have been scrubbed from Adidas’ social media accounts. The brand issued a statement apologizing for any distress caused, emphasizing that the connections to the tragic events were unintentional.
“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,” Adidas said in a statement to USA Today. “As a result, we are revising the remainder of the campaign. 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.”
Despite the apology, Hadid’s legal action underscores her commitment to her Palestinian identity and her unwillingness to be associated with any campaign that might contradict her values. In an earlier Instagram post, she expressed her pride in her Palestinian heritage and her determination to raise awareness about Palestine.
Ongoing Impact and Response
The controversy has also led to renewed discussions about the Israeli-Palestinian conflict, with various groups and individuals weighing in on the issue. The American Jewish Committee criticized the selection of Hadid for the campaign, calling it an “egregious error.”
In response to the controversy, an old speech by Hadid has gone viral, in which she states, “I’m not afraid to lose modeling jobs. I will continue to speak up for Palestine.” This stance has garnered both support and criticism from different quarters.
Hadid’s legal battle with Adidas highlights the complexities and sensitivities involved in advertising campaigns that touch on historical and political issues. It also underscores the importance of thorough vetting and sensitivity in marketing strategies to avoid unintentional offense and backlash.