Adidas has removed images of Palestinian model Bella Hadid from its campaign for a retro sneaker inspired by the 1972 Munich Olympics, during which Palestinian attackers infiltrated the Olympic village and killed 11 Israeli athletes.
The German sportswear company confirmed on Friday that it was “reviewing” its promotional strategy for the SL72 shoe following the backlash over the involvement of Hadid, 27.
Criticism has quickly mounted since the campaign emerged online earlier this week, with Israel’s official X account leading the charge.
“Guess who is the face of their campaign?” the government asked. “Bella Hadid, a model of Palestinian origin who has a history of spreading anti-Semitism and calling for violence against Israelis and Jews.”
“She and her father frequently promote accusations of ritual murder and anti-Semitic conspiracies against Jews,” the message continues.
It also refers to the deadly terrorist attack that took place during the Munich Olympics.
On September 5, 1972, eight Palestinians affiliated with the militant group Black September took 11 Israeli Olympic athletes hostage and called for the release of Palestinians held in Israeli and German prisons. While authorities managed to kill five of the eight activists, their rescue attempts failed.
Getty
In September 1972, eight Palestinians affiliated with the militant group Black September took eleven Israeli Olympic athletes hostage. (Getty)
The American Jewish Committee also criticized Adidas’ decision to feature Hadid, saying that using “a virulently anti-Israel model to recall these somber Olympics is either a gross oversight or intentionally provocative.”
“Neither is acceptable,” he added in a message on X.
In response to the backlash, Adidas issued a statement on Friday saying: “We are aware that connections have been made to tragic historical events – albeit completely unintentional – and we apologize for any upset or distress caused.”
The images featuring Hadid were then quickly deleted from the company’s social media channels.
Following the October 7, 2023 invasion of Israel by Hamas, which sparked a deadly retaliatory attack, Hadid has been vocal in her support for Palestinians living in the besieged Gaza Strip. She has also donated to campaigns aimed at providing support to those stranded in the Strip.
Hadid has not commented on the Adidas controversy.
The “Originals’ SL72” running shoe campaign launched Monday and also stars Jules Koundé, rapper A$AP Nast, musician Melissa Bon and model Sabrina Lan. Adidas described the sneaker as “a silhouette originally designed for road running” and “a retro-inspired classic with effortless appeal.”
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