Bella Hadid responded on Monday to the backlash surrounding her participation in an Adidas campaign promoting shoes inspired by the 1972 Munich Olympics.
The “SL 72” running shoe campaign, launched earlier this month, coincided with the 52nd anniversary of the tragic events at the Munich Games, where 11 Israeli athletes were killed by Palestinian terrorists. Although the campaign did not reference this incident, it faced criticism due to Hadid’s vocal support for Palestinian relief efforts amid ongoing conflicts.
The American Jewish Committee condemned Hadid’s involvement, stating, “For Adidas to choose a vocal anti-Israel model to commemorate this dark moment in Olympic history is either a significant oversight or intentionally provocative. Neither is acceptable.”
Hadid’s Response
In a detailed Instagram story, Hadid expressed her shock and disappointment regarding the campaign’s insensitivity. She clarified that she had no prior knowledge of the historical connection to the 1972 events before the campaign’s release. “I would never knowingly engage with any art or work linked to a horrific tragedy,” she wrote. “Had I been aware, I would never have participated.”
Hadid acknowledged that she, her team, and Adidas should have conducted more thorough research. She emphasized her commitment to advocating against hate in all forms, including antisemitism, and stated, “While the intention was to create something positive and unite people through art, the lack of understanding from all parties undermined the process.”
She further distanced the liberation of the Palestinian people from acts of terrorism, asserting that “Palestine is not synonymous with terrorism” and that the campaign unintentionally highlighted an event that does not represent her culture. “I am a proud Palestinian woman, and there is so much more to our culture than what has been equated over the past week,” she added.
Adidas Apology and Future Actions
In light of the backlash, Adidas issued a statement acknowledging the unintentional connections to tragic historical events and apologized for any distress caused. The company confirmed that it would revise the campaign moving forward, reaffirming its commitment to promoting diversity and unity in sports.
The controversy surrounding Hadid and the Adidas campaign has sparked significant debate, with some defending her against accusations of antisemitism based solely on her ethnicity. The situation highlights the complexities of addressing sensitive historical issues within the context of modern marketing and the ongoing Israeli-Palestinian conflict.
Through her Instagram stories, Bella Hadid broke her silence about her involvement in Adidas’ controversial campaign after much backlash and apologized for her lack of knowledge about the Munich Olympics.
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