Adidas issues apology to Bella Hadid for withdrawing 1972 Olympic shoe campaign criticized by antisemitism groups as ‘sick’
Adidas has issued an apology to Bella Hadid after removing her from a shoe campaign that referenced the tragic events of the 1972 Munich Olympics, where Israeli athletes were killed by pro-Palestinian terrorists.
Adverts featuring the US supermodel for a relaunch of an Adidas shoe from the 1972 Munich Olympics were pulled on Friday, following criticism from pro-Israel groups who deemed the campaign offensive.
Amid reports of Hadid considering legal action against Adidas, the company issued an apology to the model and others involved in the campaign.
“Connections continue to be made to the terrible tragedy that occurred at the Munich Olympics due to our recent SL72 campaign,” Adidas stated on its Adidas Originals Instagram feed.
“These connections are not intended, and we apologize for any upset or distress caused to communities around the world. We made an unintentional mistake.
“We also apologize to our partners, Bella Hadid, ASAP Nast, Jules Koundé, and others, for any negative impact on them and we are revising the campaign.”
Adidas said they ‘apologise to our partners, Bella Hadid… for any negative impact on them’. Pic: AP
Palestinian terrorists from the group Black September killed 11 Israeli athletes and a German police officer at the 1972 Games.
Hadid, whose father is Palestinian, has been vocal against Israel’s actions in Gaza, where thousands of Palestinians have died in conflict with Hamas since October 7th, according to the Hamas-run Gaza health ministry.
Hamas insurgents attacked southern Israel on October 7th, resulting in the deaths of around 1,200 people – mostly civilians – and the abduction of approximately 250 hostages.
Due to Hadid’s stance on the issue and the historical terror attack, the American Jewish Committee criticized Adidas for using “a vocal anti-Israel model” in the campaign, which they described as either a significant oversight or intentionally provocative.
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The chief executive of the Combat Antisemitism Movement also remarked, “To have her launch a shoe commemorating an Olympics when so much Jewish blood was shed is just sick.”
Following the removal of the adverts on Friday, Adidas stated in a release to NBC News, “We are aware of the connections to tragic historical events – though unintentional – and we apologize for any upset or distress caused.
“As a result, we are revising the rest of the campaign.”
