Supermodel Bella Hadid has broken her silence on the explosive controversy surrounding her removal from the Adidas SL72 campaign, accusing the sportswear giant of a “lack of sensitivity” and distancing herself from the tragic events of the 1972 Munich Olympics.
Adidas found itself in a public relations crisis when it abruptly ended its partnership with Bella Hadid. What began as a campaign to promote retro sneakers escalated into a firestorm of controversy over Hadid’s Palestinian heritage and her outspoken advocacy for Palestinian rights. The ensuing backlash from pro-Israeli groups forced Adidas to make a swift and controversial decision, highlighting the delicate balance brands must strike between inclusivity and commercial viability.
What Exactly Happened Before
Renowned German sportswear company Adidas has found itself in the midst of a firestorm after announcing its decision to drop supermodel Bella Hadid from an advertising campaign for its relaunched SL72 sneakers. The move comes amidst a growing controversy surrounding Hadid’s Palestinian heritage and her vocal support for Palestinian rights in the ongoing Israel-Palestine conflict.
The campaign, which aimed to promote the retro-inspired SL72 shoe, was met with swift backlash from pro-Israeli groups who took offense to the choice of Hadid as the face of the campaign. Critics pointed to Hadid’s past statements and social media posts expressing solidarity with the Palestinian people, labeling her as an “anti-Semite” and accusing her of inciting violence against Israelis.
Adidas initially defended its decision to collaborate with Hadid, emphasizing its commitment to inclusivity and diversity. However, faced with mounting pressure and threats of boycotts, the company ultimately decided to cut ties with the model.
Adidas Issued An Apologize But Bella Hadid Took Legal Action
Adidas issued a statement acknowledging unintended connections to the tragic Munich Olympics massacre:
“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,” the company said. “As a result we are revising the remainder of the campaign. We believe in sport as a unifying force around the world and will continue our efforts to champion diversity and equality in everything we do.”
Adidas over the sudden fallout
“Connections continue to be made to the terrible tragedy that occurred at the Munich Olympics due to our recent SL72 campaign. These connections are not meant and we apologise for any upset or distress caused to communities around the world. We made an unintentional mistake. We also apologize to our partners, Bella Hadid, A$AP Nast, Jules Koundé, and others, for any negative impact on them and we are revising the campaign.”
Hadid is reportedly assembling a legal team to address what she views as Adidas’ lack of accountability for its role in the backlash. The model has been a vocal critic of Israeli policies towards Palestinians and has consistently used her platform to advocate for Palestinian rights.
Bella Hadid Breaks The Silence
Bella Hadid, who is of Palestinian descent, has been a vocal critic of Israeli policies towards Palestinians speaks about the controversy finally on her Instagram stories.
For those of you that do not know my heart, I want to make sure you’re hearing directly from me about my recent campaign with adidas. 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. I am shocked, I am upset, and I am disappointed in the lack of sensitivity that went into this campaign. Had I been made aware, from the bottom of my heart, I would never have participated. My team should have known, adidas should have known and I should have done more research so that I too would have known and understood, and spoken up. As I always have, and always will, speak up for what I believe to be wrong. While everyone’s intentions were to make something positive, and bring people together through art, the collective lack of understanding from all parties undermined the process. I do not believe in hate in any form, including antisemitism. That will never waver, and I stand by that statement to the fullest extent.
Bella Hadid
Connecting the liberation of the Palestinian people to an attack so tragic, is something that hurts my heart. Palestine is not synonymous with terrorism and this campaign unintentionally highlighted an event that does not represent who we are. I am a proud Palestinian woman and there is so much more to our culture than the things that have been equated over the past week.
I will forever stand by my people of Palestine while continuing to advocate for a world free of antisemitism. Antisemitism has no place in the liberation of the Palestinian people.
I will always stand for peace over violence, any day. Hate has no place here, and I will forever advocate for not only my people, but every person world wide.
The Adidas-Bella Hadid debacle serves as a stark reminder of the complexities and potential pitfalls of aligning with high-profile figures in today’s hyper-polarized world. While the company sought to promote diversity and inclusivity, it ultimately found itself caught in the crossfire of a highly charged political issue. Hadid’s subsequent response further amplified the controversy, leaving both parties grappling with the fallout. As brands increasingly seek to capitalize on celebrity endorsements, this case underscores the importance of thorough due diligence and crisis management.
