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This is an archive article published on July 20, 2024
Adidas drops Bella Hadid from ad campaign after criticism from Israel
Israel criticised the choice due to Hadid's past comments and the shoe's connection to the Munich Olympics, where Israeli athletes were tragically killed.
Hadid has previously faced backlash from the Israeli government for allegedly chanting “From the river to the sea, Palestine will be free,” a slogan accused of antisemitism. (Photo: Bella Hadid/Instagram)
Adidas scrapped its campaign featuring model Bella Hadid for a relaunched shoe from the 1972 Munich Olympics following criticism from Israel.
The sportswear giant said it was “revising” the campaign after objections to Hadid’s involvement, who is Palestinian-American and a vocal supporter of Palestine. Israel criticised the choice due to Hadid’s past comments and the shoe’s connection to the Munich Olympics, where Israeli athletes were tragically killed.
On September 5, 1972, members of the Palestinian group Black September infiltrated the Olympic village, taking eleven Israeli team members hostage and ultimately killing them.
Adidas apologised for any “upset or distress” caused by the unintended historical association and is changing the campaign.
“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. As a result, we are revising the remainder of the campaign,” it said in a statement.
No details about the revisions were provided.
Hadid has previously faced backlash from the Israeli government for allegedly chanting “From the river to the sea, Palestine will be free,” a slogan accused of antisemitism. In October last year, Hadid posted on Instagram, expressing sorrow for the loss of innocent lives and urging her followers to press their leaders to safeguard civilians in Gaza.
Other advertising images featuring Adidas brand ambassadors, including French footballer Jules Koundé, US rapper A$AP Nast, and Chinese model Sabrina Lan, remain online.
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