Adidas ran into controversy today with the release of a campaign starring A-list model Bella Hadid that highlights the brand’s SL 72 sneaker and has announced it is revising the campaign in response to push back from activists alarmed the brand selected Hadid, who has been critical of Israel, to highlight a shoe associated with the 1972 Olympics, an event defined by a mass killing in which 11 Jewish athletes and coaches were massacred by a Palestinian extremist group.
The connection to the tragic event was underscored by the decision to cast Hadid, who has been an outspoken supporter of Palestine. Hadid, whose father is Palestinian and whose mother, Dutch model Yolanda Hadid, found herself embroiled in controversy related to the Israel-Palestinian conflict when she attended a protest in 2021 and was captured on video chanting, “From the river to the sea, Palestine will be free,” a statement some view as call to end Israel’s existence.
Within 24 hours of the campaign being released, Adidas issued a statement noting it would revise the campaign. The brand noted, “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.”
Since making the announcement, Adidas and Hadid have removed campaign images from their social feeds.
The controversy for the brand comes amidst a period of strength for Adidas, which recently reported better than anticipated second quarter earnings, buoyed by high demand for its terrace soccer shoes. Unfortunately, it dredges up ill will caused by the brand’s partnership with Ye (formerly known as Kanye West), who made multiple antisemitic statements forcing Adidas to end its contract with him.
