Adidas recently issued an apology for its SL72 campaign featuring model Bella Hadid, who is of Palestinian descent, due to its reference to the 1972 Munich Olympics tragedy where 11 Israeli athletes and a German police officer were killed by Palestinian militants. The American Jewish Committee criticized the choice of Hadid for the campaign, calling it either a major oversight or intentionally provocative. The incident on September 5, 1972, involved eight members of the Black September Palestinian group attacking the Olympic Village in Munich, resulting in the death of Israeli athletes, hostages, and a German policeman.
In response to the backlash, Adidas mentioned that the connections to the tragic historical events were unintentional and announced plans to revise the campaign with Hadid. The company emphasized its commitment to promoting diversity, equality, and the unifying power of sports. The campaign featured Hadid in a white T-shirt with Adidas’ signature black stripes, showcasing the SL72 sneakers.
Bella Hadid, known for her vocal support of Palestine, has shared her views on social media and in interviews, emphasizing that her advocacy for Palestine is more important to her than her modeling career. Despite facing consequences like losing modeling opportunities and friendships, Hadid remains steadfast in her beliefs and refuses to compromise her principles for the sake of her career.
The controversy surrounding the Adidas campaign comes after Hadid wore a red and white Keffiyeh dress, a traditional Palestinian garment, at the Cannes Film Festival in May. The Keffiyeh has significant cultural and political symbolism in Palestine, serving as a symbol of nationalism and a sign of solidarity with the Palestinian cause.
While Hadid’s social media posts related to the Adidas campaign remain on her account, the brand has removed all photos featuring her from its official pages. The model’s representation of her Palestinian heritage and her advocacy for the Palestinian people have sparked conversations about the intersection of fashion, politics, and personal beliefs in the public eye.
The Independent has reached out to both Adidas and Bella Hadid for further comments on the situation. Stay tuned for updates on this ongoing story as both parties navigate the aftermath of the campaign controversy and work towards promoting inclusivity, understanding, and respect in their respective endeavors.