Adidas Apologizes to Bella Hadid Over Controversial Shoe Campaign

Sportswear giant Adidas has issued a public apology to supermodel Bella Hadid following backlash over a shoe campaign commemorating the 1972 Munich Olympics. This marks the company’s second apology related to the campaign within a week.

Adidas had initially launched a campaign featuring Hadid, who is half-Palestinian, for the relaunch of its retro SL72 trainers. The shoes were originally created to mark the 1972 Munich Olympic Games, an event marred by a tragic terrorist attack. Eight members of the Palestinian militant group Black September invaded the Olympic Village, resulting in the deaths of two Israeli athletes and the taking of nine other Israelis as hostages. The hostages, along with five Black September attackers and a German police officer, were killed in a botched rescue attempt.

Following the campaign’s release, Israel accused Hadid of antisemitism and inciting violence against Israelis and Jews. Hadid, known for her vocal pro-Palestinian stance and advocacy for relief efforts in Gaza during the Israel-Hamas conflict, faced renewed criticism.

Adidas initially responded to the controversy by removing Hadid from the campaign and stating that it would revise its advertising strategy. The company emphasized that any connection to “tragic historical events” was unintentional, apologizing for any upset or distress caused.

In a more direct apology released on Sunday, Adidas addressed Hadid specifically. “Connections continue to be made to the terrible tragedy that occurred at the Munich Olympics due to our recent SL72 campaign,” the statement read. “These connections are not meant and we apologise for any upset or distress caused to communities around the world.” The company reiterated that the connections were an “unintentional mistake.”

The SL72 campaign also featured French footballer Jules Koundé, U.S. rapper A$AP Nast, and Chinese model Sabrina Lan. Koundé and A$AP Nast were mentioned in the apology alongside Hadid.

While Hadid has not publicly commented on either of Adidas’ statements, the campaign drew mixed reactions from advocacy groups and the public. The American Jewish Committee criticized Hadid’s involvement, calling it “either a massive oversight or intentionally inflammatory,” and demanded that Adidas address the issue.

As Adidas continues to navigate the fallout from this controversy, the brand’s steps to revise its campaign and issue apologies highlight the sensitivity required when handling historically significant events and the importance of thorough vetting in marketing strategies.