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Adidas Drops Bella Hadid from Campaign Following Israeli Backlash

Saturday 20 July 2024 - 11:15

In a surprising turn of events, Adidas has decided to modify its advertising campaign for the iconic SL72 trainers following criticism from Israel regarding the involvement of American model Bella Hadid. The sportswear company, headquartered in Germany, announced it would be revising the campaign in response to the backlash.

The SL72 trainers, described by Adidas as a "timeless classic," were originally launched to coincide with the 1972 Munich Olympic Games. The recent promotional campaign featuring Hadid, whose family has Palestinian roots, sparked controversy due to her previous statements and activism related to the Israeli-Palestinian conflict.

Israel's official account on the social media platform X voiced objections to Hadid being "the face of [the Adidas] campaign." The post pointedly reminded readers that "eleven Israelis were murdered by Palestinian terrorists during the Munich Olympics," drawing a connection between the historical event and the current advertising controversy.

Hadid has been a vocal critic of Israeli government policies and a staunch supporter of Palestinian rights over the years. On October 23, she made a statement on Instagram expressing sorrow for the loss of innocent lives while urging her followers to pressure their leaders to protect civilians in Gaza.

Adidas responded to the situation with a carefully worded statement, acknowledging that the campaign for the SL72 shoe "unites a broad range of partners." The company stated, "We are conscious that connections have been made to tragic historical events – though these are completely unintentional – and we apologize for any upset or distress caused. As a result, we are revising the remainder of the campaign."

The sportswear company did not provide specific details about the changes to be implemented. It is worth noting that advertising images featuring other Adidas brand ambassadors, including French footballer Jules Koundé, American rapper A$AP Nast, and Chinese model Sabrina Lan, remain accessible online.

The controversy surrounding the campaign has reignited discussions about the tragic events of September 5, 1972, when members of the Palestinian group Black September infiltrated the Olympic village. The attack resulted in the deaths of eleven members of the Israeli team who were taken hostage.

This is not the first instance where Adidas has severed ties with celebrity ambassadors following accusations of antisemitism. In October 2022, the company ended its partnership with rapper Kanye West, stating that it "does not tolerate antisemitism." The decision came after West was suspended from Instagram and Twitter for offensive posts. Adidas condemned West's comments and actions as "unacceptable, hateful, and dangerous," asserting that they violated the company's values of "diversity and inclusion, mutual respect, and fairness."

The current situation with Bella Hadid and the SL72 campaign underscores the complex interplay between corporate advertising, celebrity endorsements, and geopolitical sensitivities. As companies like Adidas navigate these challenging waters, they must balance their marketing strategies with an awareness of historical contexts and ongoing global conflicts.

As the story continues to develop, it remains to be seen how Adidas will reshape its campaign and what impact this decision will have on its relationship with Bella Hadid and other brand ambassadors. The incident serves as a reminder of the power of public opinion and the importance of thoughtful consideration in global marketing campaigns.