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.

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Adidas has pulled Palestinian-American model Bella Hadid from an advertising campaign for its newly relaunched SL72  retro sneakers first showcased at the 1972 Munich Olympics, in which 11 Israeli athletes were brutally murdered by the Palestinian group Black September. 

The decision comes following controversy over the inclusion of the model, who has a history of anti-Israel and antisemitic rhetoric, in a campaign referencing an event marred by the tragedy. 

"Guess who the face of the campaign is? Bella Hadid, a model with Palestinian roots who has spread antisemitism in the past and incited violence against Israelis and Jews," the Israeli embassy in Germany said earlier. The American Jewish Committee also condemned the campaign, calling it an "egregious error" and stating, "For Adidas to pick a vocal anti-Israel model to recall this dark Olympics is either a massive oversight or intentionally inflammatory."

Announcing the decision to drop Hadid, Adidas said in a statement, "We are conscious that connections have been made to tragic historical events – though these are completely unintentional – and we apologize for any upset or distress caused. The company confirmed that Hadid had been removed from the campaign, which highlights the shoes' 1972 introduction but does not mention the attack on Israeli athletes."

Hadid later announced she would sue Adidas for the decision.

The 1972 Munich Olympics massacre was commemorated for the first time at the 2020 Games, held in 2021. Due to security concerns, this year's commemorations in Paris are reportedly set to be held in an undisclosed location.

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The boycott, sanctions, and divestment movement is targeting German multinational sportswear company Puma for its sponsorship of the Israeli national soccer team.

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Protesters, who gathered at various locations around the world, including outside the company's headquarters in Manchester, England, in recent days, have called for Puma to end its ties with the Israeli team and support for the "apartheid" state. The activists' efforts have paid off, as the hashtag #BoycottPuma has also been trending on social media over the past few days.

On its website, the BDS movement accused Puma of involvement in "violations of international law and human rights. Puma is the main sponsor of the Israel Football Association (IFA), which includes teams in Israel's illegal settlements on occupied Palestinian land. In addition, Puma's current and past exclusive licenses in Israel have operations in illegal Israeli settlements ... More than 200 Palestinian sports clubs have called on Puma to end the sponsorship deal and stop supporting Israel's illegal land grabs.

"Puma markets itself as a company that cares about equality yet it funds the apartheid the IFA helps sustain. In July 2018, it was announced that Adidas was no longer sponsoring the IFA following an international campaign and the delivery of over 16,000 signatures to Adidas headquarters."

"We can do this again. Join Palestinian athletes calling for a boycott of Puma until it ends its support for Israel's illegal land grabs."

The BDS site said that "in an attempt to deflect criticism, Puma responded to the campaign, claiming a 'devotion to universal equality.' It's time for Puma to abide by its stated commitment to human rights and end all activity in illegal Israeli settlements."

While Adidas ended its contract with the Israel national team in 2018, the company clarified the decision was not politically motivated at the time.

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