Know all about the Adidas and Bella Hadid controversy

The campaign featured Hadid modelling the SL72 trainers, a shoe design originally launched to coincide with the 1972 Olympic Games. Adidas recently revived the SL72 as part of a broader effort to reintroduce classic footwear styles. However, images of the campaign featuring the Palestinian-American model sparked controversy, particularly in Israel. The Israeli government’s official account on social media platform X (formerly known as Twitter) questioned the choice of Hadid, highlighting her Palestinian background and the tragic events that unfolded at the 1972 Munich Olympics.

.@Adidas recently launched a new campaign for their shoes to highlight the 1972 Munich Olympics.

Eleven Israelis were murdered by Palestinian terrorists during the Munich Olympics.

Guess who the face of their campaign is? Bella Hadid, a half-Palestinian model who has a history… pic.twitter.com/IgdGq2OLmd

— Israel ישראל (@Israel) July 18, 2024

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During the 1972 Games, members of the Palestinian militant group Black September infiltrated the Olympic Village and took Israeli athletes hostage. The situation ended in a deadly shootout, resulting in the deaths of eleven Israeli athletes and a German police officer. The official Israeli account referenced this historical event in their criticism of Adidas’ campaign selection.

Following the outcry, Adidas confirmed Hadid’s removal from the campaign and issued an apology. The company also stated that they would be “revising the remainder of the campaign” with immediate effect.

“We are conscious that connections have been made to tragic historical events — though these are completely unintentional — and we apologise for any upset or distress caused,” Adidas said in a statement to AFP.

This is the campaign that has been taken down (Source: X)

The decision to remove Hadid has sparked mixed reactions on social media. While some users have expressed support for Adidas’ stance, others have criticised the company and called for a boycott in response to Hadid’s removal.