Finally Adidas Apologizes for Bella Hadid - Fama

Photo: Adidas

Adidas recently found itself at the center of controversy for featuring model Bella Hadid in a shoe campaign that referenced the tragic events of the 1972 Munich Olympics.

The campaign drew criticism due to Hadid's Palestinian heritage and her outspoken support for Palestine, which many felt was insensitive given the historical context.

On July 18, the German sportswear giant unveiled its new SL72 campaign, celebrating the 52nd anniversary of the Munich Olympics with a revival of its iconic sneaker. The campaign featured Bella Hadid, a well-known model of Palestinian and Dutch descent.

The choice of Hadid sparked immediate backlash, particularly from the American Jewish Committee (AJC).

The AJC took to social media to express their disapproval, stating, "At the 1972 Olympic Games in Munich, 12 Israelis were murdered and taken hostage by Palestinian terrorist group Black September.

For Adidas to pick a vocal anti-Israel model to recall this dark Olympics is either a massive oversight or intentionally inflammatory. Neither is acceptable. We call on Adidas to address this egregious error."

The Tragic Events of 1972

The controversy stems from the harrowing events of September 5, 1972, when eight members of the Palestinian group Black September infiltrated the Olympic Village in Munich.

They killed two Israeli athletes and took nine others hostage. The crisis ended tragically with the deaths of all nine hostages, five of the attackers, and one German police officer. This incident left an indelible mark on Olympic history and continues to evoke strong emotions.

Bella Hadid's Advocacy and Public Response

Bella Hadid, daughter of Dutch model Yolanda Hadid and Palestinian real estate developer Mohamed Hadid, has been an outspoken advocate for Palestinian rights. Amid the ongoing Israel-Hamas conflict, she has frequently used her platform to voice support for Palestine, which has, in turn, affected her career opportunities.

In light of the backlash, Adidas issued a statement acknowledging the connections made between their campaign and the tragic historical events.

"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 company stated. Adidas also announced plans to revise the campaign to better align with their values of unity, diversity, and equality.

Photo: Instagram/@bellahadid

Adidas's campaign, initially featuring Hadid in a white T-shirt with the brand's iconic black stripes and holding the new SL72 sneakers, was swiftly altered. The company removed all images of Hadid from their social media pages, although her posts about the campaign remain on her Instagram.

The controversy coincided with Hadid's recent appearance at the Cannes Film Festival, where she wore a red and white Keffiyeh dress, a traditional Palestinian garment. This, coupled with her strong pro-Palestine stance, continues to fuel debates about the intersection of politics, culture, and branding.

Impact on Bella Hadid's Career

Despite the criticism, Hadid remains steadfast in her beliefs. During an interview on the Rep podcast in August 2022, she revealed that her advocacy has led to lost modeling opportunities and strained personal relationships. "I had so many companies stop working with me," Hadid shared.

"I had friends that completely dropped me, like even friends that I had been having dinner with at their home on Friday nights for seven years, like now just won’t let me at their house any more." 

However, Hadid is undeterred. In a subsequent interview with GQ, she emphasized her commitment to her principles over her career. "I realized that I’m not on this earth to be a model," she explained.

"I’m so lucky and blessed that I’m in a position where I can speak out the way that I do. And really, the downfall is what? That I lose my job?"

The Adidas - Bella Hadid campaign controversy underscores the delicate balance brands must navigate when engaging with sensitive historical events and contemporary political issues.

While Adidas has taken steps to address the backlash, the incident highlights the broader challenges faced by public figures and corporations in an increasingly polarized world.