Model Bella Hadid criticized Adidas for their “lack of sensitivity” in featuring her in a sneaker campaign inspired by the 1972 Olympics, following backlash that linked it to a Palestinian terrorist attack that led to the deaths of 11 Israeli athletes.
The German sportswear brand cast Hadid in their promotional materials for SL72 shoes, which draw inspiration from the 1972 Olympic Games, as reported by the Associated Press. This resulted in pushback from critics, including the State of Israel, who objected to having Hadid represent their campaign.
The American Jewish Committee remarked, “The selection of a vocal anti-Israel model to evoke memories of this dark Olympic moment is either a significant oversight or a deliberate provocation.”
Following the backlash, Adidas issued an apology and removed Hadid from the campaign. Hadid expressed that she “never would have participated” if she had been aware of the terror attack’s context.
Model Bella Hadid faces backlash for Adidas campaign inspired by the 1972 Olympics. (Getty | Adobe Stock)
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“We recognize that associations have been drawn to tragic historical events—although these were completely unintentional—and we sincerely apologize for any distress this has caused,” the company stated.
“I am shocked, upset, and disappointed by the insensitivity involved in this campaign. Had I known, I would never have participated,” Hadid stated in her Monday apology.
In 1972, Palestinian terrorists from the group Black September took Israeli athletes hostage, murdering all 11 within 20 hours. Disturbing details of the attack, including horrific acts of violence, were revealed to the public in 2015.
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In response to the attacks, Israel’s Prime Minister Golda Meir initiated a covert Mossad operation known as “Wrath of God,” which sought to track down and eliminate at least 11 individuals linked to the planning of the Munich attack.
“I had no awareness of the historical ties to the horrific events of 1972,” Hadid added in her apology. “My team should have been informed, Adidas should have been aware, and I should have conducted more research to be informed as well.”
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Pro-Palestinian demonstrators burn a U.S. flag during a rally in Washington, D.C., on July 24, 2024, coinciding with Israeli Prime Minister Benjamin Netanyahu’s address to Congress. (REUTERS/Nathan Howard)
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Hadid went on to say, “Linking the liberation of the Palestinian people to such a tragic event… Palestine does not equate to terrorism, and this campaign unintentionally brought attention to an incident that does not reflect who we are.”
“We made an unintentional error and extend our apologies to those affected. We are revising the SL72 campaign,” Adidas stated.
Hadid’s representative was contacted for comment, and Adidas referred Fox News Digital to their earlier statement.
The Associated Press contributed to this report.
