Photo Credit: Adidas
Adidas has decided to drop supermodel Bella Hadid, who is half Palestinian, from an advertising campaign promoting retro shoes that reference the 1972 Munich Olympics. This decision follows criticism from Israel, which accused Hadid of hostility towards Israel and highlighted the tragic events of the Munich Games, where 11 Israeli athletes were killed by Palestinian attackers.
The German sportswear company had selected Hadid to promote its SL72 trainers, initially launched to coincide with the 1972 Olympics. The recent relaunch of these shoes as part of a series reviving classic trainers faced backlash, especially after images of the American model wearing them were shared online. Israel's official account on X (formerly Twitter) was among the critics, questioning the choice of Hadid given her Palestinian heritage and referencing the Munich massacre.
In response to the uproar, Adidas issued an apology and confirmed that they would be revising the campaign. "We are conscious that connections have been made to tragic historical events -- though these are completely unintentional -- and we apologise for any upset or distress caused," Adidas said in a statement to AFP.
Bella Hadid has been a vocal supporter of Palestinians, actively participating in relief efforts for Gaza. Earlier this year, she and her sister Gigi Hadid donated $1 million to support Palestinian relief. Bella Hadid has expressed her devastation over the losses suffered by Palestinians and criticized the global lack of empathy towards their plight.
The conflict in Gaza escalated when Hamas gunmen launched an attack on Israel, resulting in significant casualties and hostages. Israel's subsequent military campaign in Gaza has led to a high number of fatalities.
This controversy has sparked mixed reactions on social media. While some defended Hadid and called for a boycott of Adidas, others supported the company's decision to pull the campaign.
