Earlier this month, Adidas announced that they were "reconsidering" an advertising campaign centered around sneakers inspired by the tumultuous 1972 Munich Olympics, where a heinous act of terrorism claimed the lives of eleven innocent Israelis. On Monday, Bella Hadid, who found herself at the center of the controversy, addressed her role in this campaign with a heartfelt response.
The launch of the "SL 72" running shoe campaign, timed to coincide with the 52nd anniversary of those fateful Munich Games, inadvertently stirred up emotions. Despite the campaign's silence on the tragic massacre, the American Jewish Committee, a prominent pro-Israel organization, lashed out at Hadid's involvement, citing her advocacy for Gaza relief amidst the Hamas-Israel conflict.
"For Adidas to engage a vocal anti-Israel figure to evoke memories of this bleak chapter in Olympic history borders on either gross negligence or deliberate provocation. Both are unacceptable," the AJC's statement echoed.
In a passionate Instagram post, Hadid expressed her profound remorse. "I am horrified, aggrieved, and deeply disappointed in the insensitivity demonstrated throughout this campaign," she wrote. "Had I been aware of the historical significance, I would have wholeheartedly declined to participate. This ignorance was a grave oversight on my part, my team's, and Adidas's."
Acknowledging the need for better research, Hadid stressed her commitment to speaking out against injustice. "As always, I stand firmly against any form of hatred, including antisemitism, which finds no place in the liberation of the Palestinian people," she declared. "Palestine is not defined by terrorism, and I condemn any attempt to link the two. This campaign inadvertently highlighted a painful chapter that does not encapsulate our true identity."
She went on to celebrate her Palestinian heritage, emphasizing the richness and diversity of her culture beyond the recent turmoil. "As a proud Palestinian woman, I stand steadfast with my people, while advocating tirelessly for a world devoid of antisemitism and violence," she affirmed. "I will forever be a voice for peace, unity, and love over hate, and I will continue to fight for not just my people but for every individual on this planet."
Adidas, too, issued a statement acknowledging the insensitivity of their campaign and vowed to make amendments. "We deeply apologize for any hurt or discomfort caused by the unintended associations with tragic events," they said. "We are revising the remainder of the campaign to ensure we respect all political and historical sensitivities. We stand by sport as a unifying force and remain committed to promoting diversity and equality in all our endeavors."
