Adidas Faces Backlash from Bella Hadid Over Controversial Ad Campaign

In a significant PR crisis, German sportswear giant Adidas has publicly apologized to pro-Palestinian American supermodel Bella Hadid after she threatened legal action over their controversial ad campaign. The campaign, inspired by the 1972 Munich Olympics, has sparked widespread outrage, prompting the company to issue a second apology to Hadid and other affected partners.

The Controversy Unfolds

The controversy centers around Adidas’s recent campaign to relaunch their SL72 sneakers, which referenced the 1972 Munich Olympics. This event is infamous for the tragic Munich Massacre, where 11 Israeli athletes were killed. The association with this dark historical moment has led to severe backlash from various communities, including Hadid.

Adidas’s statement, released on Sunday, acknowledged the unintended connections made to the Munich tragedy. “Connections continue to be made to the terrible tragedy that occurred at the Munich Olympics due to our recent SL72 campaign. These connections are not meant, and we apologize for any upset or distress caused to communities around the world,” the company stated.

Apology and Campaign Revision

Adidas further addressed the impact on their partners, including Hadid, rapper A$AP Nast, and footballer Jules Koundé. “We made an unintentional mistake. We also apologize to our partners, Bella Hadid, A$AP Nast, Jules Koundé, and others, for any negative impact on them, and we are revising the campaign,” the statement continued.

This apology comes in response to reports that Hadid, known for her strong pro-Palestinian stance, is preparing to take legal action against Adidas. A source close to Hadid revealed to a foreign outlet, “Bella is going to take legal action against Adidas for their lack of public accountability for putting out a campaign that would associate anyone with the death and violence of what took place at the 1972 Munich Games. Violence is not consistent with Bella’s views.”

Bella Hadid’s Stance

Hadid, who has been vocal about her support for Palestinian rights, expressed deep disappointment with Adidas’s oversight. The source further noted, “Hadid has expressed her disappointment with the company because they would reference the 1972 Olympics without recognizing the historical context beforehand.”

The model’s strong reaction has highlighted the sensitivity required when handling historical references in marketing campaigns. Her legal team is reportedly ready to challenge Adidas for what they see as a significant lapse in judgment.

Adidas’s Previous Actions

This incident follows Adidas’s decision to drop Bella Hadid from the campaign last Friday. The decision came after images of Hadid wearing the retro sneakers sparked outrage among pro-Israeli groups. These groups were deeply offended by the perceived insensitivity of associating the model with an event marked by violence and loss.

Moving Forward

Adidas’s swift response to issue a second apology indicates their recognition of the gravity of the situation. They have committed to revising the campaign to avoid further distress and to address the concerns raised by Hadid and other stakeholders.

This incident serves as a critical reminder for brands to be acutely aware of the historical and cultural contexts of their marketing efforts. For Bella Hadid, it underscores her influence and commitment to her beliefs, as she continues to advocate for causes close to her heart, even at the risk of legal battles.

The evolving situation between Adidas and Bella Hadid is a stark example of how quickly brand reputations can be challenged in the digital age, especially when sensitive historical issues are involved. Brands must navigate these waters with caution and a deep understanding of the broader implications of their campaigns.

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