Supermodel Bella Hadid has issued an apology for her involvement in an Adidas advertising campaign that drew criticism from Israel, according to reporting by The Washington Post. The controversy centers around the rerelease of Adidas' classic SL 72 sneaker, which originally debuted during the 1972 Munich Olympics – an event marred by a tragic attack that resulted in the deaths of 11 Israelis and a German police officer.
In a statement posted on Instagram, Hadid expressed shock and disappointment over the campaign's lack of sensitivity. "I would never have participated if I had done more research," she told her more than 61 million followers. The model, whose father is Palestinian, emphasized that she was unaware of the shoe's historical context.
Bella Hadid releases statement on Adidas campaign:
"I would never knowingly engage with any art or work that is linked to a horrific tragedy of any kind. In advance of the campaign's release, I had no knowledge of the historical connection to the atrocious events in 1972." pic.twitter.com/37ayOS0vZb
— Pop Base (@PopBase) July 29, 2024
The Israeli government's X account criticized Adidas for featuring Hadid, a known pro-Palestinian advocate, in the campaign. In response, Adidas announced plans to revise the advertisement.
"Connecting the liberation of the Palestinian people to an attack so tragic is something that hurts my heart," Hadid stated. She added, "Palestine is not synonymous with terrorism, and this campaign unintentionally highlighted an event that does not represent who we are."
Bella Hadid Shows Her True Colors pic.twitter.com/bTSLNQ4LKB
— Cam Higby 🇺🇸 (@camhigby) July 23, 2024
Adidas also issued an apology on Instagram, acknowledging an "unintentional mistake" and expressing regret to the celebrities involved in the photoshoot and to "communities around the world." The German brand clarified that it had not intended to make connections to the 1972 tragedy.
The controversy surrounding the Adidas campaign is the latest instance of a brand becoming entangled in the complex rhetoric surrounding Middle East conflicts. Other major companies, including Starbucks, Disney, and McDonald's, have faced similar challenges. In April, McDonald's bought back its Israeli franchise following calls for a global boycott in response to restaurants offering free meals to soldiers.
Bella Hadid and her sister Gigi, both American models of Dutch and Palestinian heritage, are among the most recognizable faces in the fashion industry today. Both have faced criticism from Israel for their stances. Hadid has previously made headlines for her advocacy, including wearing a dress referencing the kaffiyeh, a Palestinian scarf, at the Cannes Film Festival this year. She has also engaged in online disputes with Israeli officials and participated in pro-Palestinian rights protests since at least 2017.
