Adidas has pulled images of supermodel Bella Hadid, who’s of Palestinian descent, 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-based sportswear company confirmed on Friday it was “revising” its promotional strategy for the SL72 shoe following fierce backlash sparked by 27-year-old Hadid’s involvement.
Criticism quickly mounted in the days since the campaign appeared online earlier this week, with Israel’s official account on X leading the charge.
“Guess who the face of their campaign is?” the government asked. “Bella Hadid, a half-Palestinian model who has a history of spreading antisemitism and calling for violence against Israelis and Jews.”
“She and her father frequently promote blood libels and antisemitic conspiracies against Jews,” the post continued.
It also referenced the deadly terrorist attack that took place during the Munich Olympics.
On Sept. 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 militants, their rescue attempts were unsuccessful.
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 took issue with Adidas’ decision to feature Hadid, saying the use of a “vocal anti-Israel model to recall this dark Olympics is either a massive oversight or intentionally inflammatory.”
“Neither is acceptable,” it added in a post on X.
In response to the backlash, Adidas issued a statement on Friday, saying, “We are conscious that connections have been made to tragic historical events — though these are completely unintentional — and we apologize for any upset or distress caused.”
The images featuring Hadid were then quickly scrubbed from the company’s social media channels.
In the wake of Hamas’ invasion of Israel on Oct. 7, 2023 — which sparked a deadly retaliatory attack — Hadid has been vocal in her support of Palestinians living in the besieged Gaza Strip. She has also donated to campaigns dedicated to providing support for those trapped on the strip.
Hadid has not commented on the Adidas controversy.
The “Originals’ SL72” running shoe campaign was launched on Monday and also features Jules Koundé, rapper A$AP Nast, musician Melissa Bon and model Sabrina Lan. Adidas described the sneaker as “a silhouette initially crafted for road running” and “retro-inspired classic with effortless appeal.”
Originally Published: