US News: Bella Hadid addresses backlash from Adidas shoe campaign
Bella Hadid has addressed the controversy surrounding her participation in an Adidas campaign that was withdrawn after facing backlash.
The US supermodel had been selected as the face of the campaign for a reissued shoe from the 1972 Munich Olympics – an event where 11 members of the Israeli team were tragically killed by pro-Palestinian terrorists.
Hadid, whose father is Palestinian, has been an outspoken critic of Israel’s actions in Gaza during its conflict with Hamas, and recently made a donation of $1m to aid Palestinian relief efforts alongside her sister Gigi Hadid.
Following reports that Hadid was contemplating legal action against them, Adidas issued an apology to the model.
The 27-year-old has now broken her silence, stating that she was unaware of the historical context and would “never willingly participate in any project or art connected to a tragic event of any nature”.
“I am shocked, upset, and disappointed by the lack of sensitivity in this campaign,” she expressed on Instagram.
“If I had known, I would have never participated, from the bottom of my heart.”
Hadid mentioned that both her team and Adidas “should have been aware” of the issue, and she should have conducted further research and raised concerns.
“While the intention was to create something positive and unify people through art, the overall lack of understanding from all parties undermined the process,” she added.
“I firmly reject all forms of hatred, including antisemitism. My stance on this will not change, and I stand by it completely.”
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Why was the Adidas campaign pulled?
During the 1972 Olympics, Palestinian terrorists affiliated with the group Black September infiltrated the Olympic village and captured members of the Israeli team, leading to what became known as the Munich Massacre.
In this tragic incident, 11 Israeli team members – five athletes and six coaches –were killed, along with a German police officer and five of the terrorists.
The SL 72 campaign aimed to revive the “classic” shoe initially designed for Adidas athletes at the Munich Olympics.
One advertisement, featured on Adidas platforms and a Times Square billboard, depicted Hadid wearing the shoes while holding flowers.
The American Jewish Committee criticized Adidas for using “a vocal anti-Israel model” in the campaign, alleging that it was “either a major oversight or deliberate provocation”.
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Hadid denounced the association between “the liberation of the Palestinian people” and an antisemitic attack, asserting that “Palestine is not synonymous with terrorism and this campaign inadvertently brought attention to an event that does not represent our identity”.
“I am a proud Palestinian woman, and our culture encompasses much more than the stereotypes perpetuated this past week,” she expressed.
“I will always support my fellow Palestinians while advocating for a world free of antisemitism. Antisemitism should have no place in the fight for Palestinian liberation.
“I will always stand for peace over violence, every time. Hatred is unwelcome here, and I will forever advocate for not just my community but every individual worldwide.”
In response to removing the advertisements, Adidas stated in a message to Sky’s US partner NBC News: “We acknowledge the unintentional connection to tragic historical events and apologize for any distress caused.
“As a result, we are altering the remainder of the campaign.”
