Bella Hadid's Adidas Apology: Supermodel Steps in Sneaker Controversy Over 1972 Munich Olympics
(Photo by Victor Boyko/Getty Images)
(Photo by Victor Boyko/Getty Images)
Supermodel Bella Hadid found herself in hot water this week after participating in an Adidas ad campaign that critics linked to the tragic 1972 Munich Olympics. Hadid quickly apologized, telling her 61 million followers she “would never have participated” had she known more about the sneaker’s history.
The uproar started when Hadid appeared in ads promoting Adidas' rerelease of the classic SL 72 sneaker, originally launched during the 1972 Games, where Palestinian attackers tragically killed 11 Israelis and a German police officer.
Israel's government X account slammed the campaign, highlighting Hadid's Palestinian heritage and her outspoken pro-Palestinian stance. Adidas responded by promising to revise the campaign.
Hadid took to Instagram to express her shock and disappointment: “I am shocked, I am upset, and I am disappointed in the lack of sensitivity that went into this campaign.” She clarified that she was unaware of the shoe's historical context. The criticized ads showed Hadid and other models posing with flowers while wearing the Adidas sneakers.
This incident adds to a growing list of brands getting entangled in Middle Eastern politics. Companies like Starbucks, Disney, and McDonald’s have all faced backlash over various issues, with McDonald’s even buying back its Israeli franchise after a boycott following their offer of free meals to soldiers.
Hadid’s statement emphasized her pain over the connection made between the Palestinian liberation struggle and the 1972 attack: “Connecting the liberation of the Palestinian people to an attack so tragic, is something that hurts my heart. Palestine is not synonymous with terrorism and this campaign unintentionally highlighted an event that does not represent who we are.” She reaffirmed her stance, saying, “I will forever stand by my people of Palestine while continuing to advocate for a world free of antisemitism.”
Adidas also posted an apology on Instagram, stating they had “not meant” to evoke the 1972 tragedy and expressed regret for any offense caused to the celebrities involved and “communities around the world.” They admitted, “We made an unintentional mistake.”
The 1972 Munich Olympics were marred by violence when eight militants from the Black September group stormed the Olympic Village, resulting in the deaths of two Israelis on the spot and nine more taken hostage and later killed.
Bella Hadid and her sister Gigi, both prominent supermodels with Dutch and Palestinian heritage, are no strangers to controversy. Bella has previously stirred headlines with her pro-Palestinian activism, from wearing a kaffiyeh-inspired dress at Cannes to clashing online with Israel’s far-right national security minister, Itamar Ben Gvir, and participating in pro-Palestinian protests since 2017.
Despite the backlash, Hadid remains committed to her advocacy, highlighting the ongoing complexities and sensitivities surrounding the Israeli-Palestinian conflict.