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A recent Adidas campaign featuring supermodel Bella Hadid has sparked intense debate, forcing the sportswear giant to revise its marketing strategy. The campaign, which aimed to relaunch the classic SL72 trainer, inadvertently drew connections to the tragic events of the 1972 Munich Olympics.
The controversy stems from the campaign's reference to the 1972 Games, where 11 Israeli team members were killed by Palestinian militants. Hadid, whose father is Palestinian, has been a vocal advocate for Palestinian rights, particularly during the ongoing Israel-Gaza conflict.
The American Jewish Committee swiftly criticized Adidas, stating, "Using a vocal anti-Israel model to recall this dark Olympics is either a massive oversight or intentionally inflammatory." This criticism highlighted the sensitive nature of the campaign's historical context.
Responding to the backlash, Adidas issued an apology, acknowledging the unintended connections to historical events. A spokesperson stated, "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."
Hadid, 27, broke her silence on Instagram, expressing shock and disappointment. "I am shocked, I am upset, and I am disappointed in the lack of sensitivity that went into this campaign," she wrote. The model emphasized her lack of prior knowledge about the historical connection, stating, "Had I been made aware, from the bottom of my heart, I would never have participated."
The supermodel, who recently donated $1 million to Palestinian relief efforts with her sister Gigi, further clarified her stance: "I do not believe in hate in any form, including antisemitism. That will never waiver, and I stand by that statement to the fullest extent."
This incident has reignited discussions about the intersection of fashion, politics, and historical sensitivity. It underscores the importance of thorough research and cultural awareness in global marketing campaigns.
As Adidas works to revise the remainder of the campaign, the incident serves as a reminder of the complex interplay between brand messaging and geopolitical issues. It also highlights the responsibility of both brands and public figures in navigating sensitive topics.
