US model Bella Hadid has spoken out after starring in an Adidas campaign that faced backlash for its “unintentional” connections to the 1972 Munich Olympics. The campaign, which featured Hadid promoting retro trainers called SL72s, referenced the tragic events of the Munich Olympics where 11 Israeli athletes and a German police officer were killed by a Palestinian group called Black September.
Hadid, who is half Palestinian, expressed her shock and disappointment at the lack of sensitivity in the campaign. She stated, “I am shocked, I am upset, and I am disappointed in the lack of sensitivity that went into this campaign.” Hadid, known for her support of Palestinians, emphasized that she would never knowingly engage with any work linked to a horrific tragedy.
Adidas issued an apology and confirmed that Hadid had been removed from the campaign. The brand acknowledged the mistake and stated that they would revise the campaign. Hadid, in a statement shared on Instagram, expressed her regret for not being aware of the historical connection to the tragic events of 1972.
The conflict in Gaza, where Hadid has shown support for relief efforts, has further fueled the conversation around the campaign. Some social media users criticized Hadid, while others defended her and called for a boycott of Adidas following the decision to pull the campaign.
In light of the controversy, Hadid reiterated her commitment to advocating for peace and standing against hate in all forms. She emphasized that Palestine is not synonymous with terrorism and that the unintentional highlighting of the Munich Olympics attack does not represent the Palestinian people.
Adidas Originals also issued a statement apologizing for any upset caused and acknowledging the unintentional mistake in the campaign. The German company stated that they are revising the campaign to address the concerns raised.
The incident has sparked a larger conversation about the importance of cultural sensitivity and awareness in advertising campaigns, as well as the impact of historical events on modern-day marketing. Hadid’s response serves as a reminder of the need for thorough research and understanding of the implications of the content being promoted.
