Adidas Severs Ties with Bella Hadid Amid Middle East Controversy

Monday 22 July 2024 - 14:10

In a move that has ignited widespread debate, German sportswear manufacturer Adidas has terminated its collaboration with Palestinian-American supermodel Bella Hadid for an advertising campaign featuring the SL72 sneakers. This decision comes in the wake of criticism from the Israeli government, citing Hadid's outspoken support for the Palestinian cause.

The SL72 sneakers, initially launched during the 1972 Munich Olympics, have recently been reintroduced as part of Adidas's initiative to revive classic footwear designs. However, the campaign faced unexpected turbulence when Israel's official social media account on X (formerly Twitter) lambasted the choice of Hadid as the face of the campaign. The account accused the model of "spreading antisemitism" and "inciting violence" against Israelis.

Responding to the mounting pressure, Adidas issued an apology and announced an immediate revision of the campaign. The company stated, "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." This statement alludes to the tragic events that unfolded during the 1972 Munich Olympics, where 11 Israeli athletes and a policeman lost their lives.

Bella Hadid, whose father is of Palestinian descent, has been a vocal advocate for Palestinians affected by the ongoing conflict in Gaza. She has not shied away from using her platform to raise awareness about the situation, describing the actions of Israeli Occupation Forces (IOF) as "genocide." In a poignant Instagram post last May, Hadid expressed her devastation at the ongoing violence and criticized what she perceived as a lack of global empathy for the Palestinian plight.

The model's commitment to the cause extends beyond social media activism. Last month, Hadid and her sister Gigi made headlines by donating $1 million to support Palestinian relief efforts, further cementing their dedication to the cause.

Adidas's decision to distance itself from Hadid has sparked outrage among her supporters and pro-Palestinian activists. Social media platforms have been inundated with calls to boycott the sportswear brand, with the hashtag #BoycottAdidas gaining significant traction. One user expressed their disappointment, stating, "Bella Hadid is Palestinian. Adidas is punishing her for denouncing the extermination of her people. Another brand to boycott."

The controversy has taken a legal turn, with reports suggesting that Hadid is contemplating legal action against Adidas. Her team reportedly views the company's actions as lacking public accountability, potentially setting the stage for a protracted legal battle.

This incident unfolds against the backdrop of recent developments in international law. On Friday last week, the International Court of Justice (ICJ) issued a ruling that classified Israel's presence in occupied Palestine as unlawful. The court called for an immediate cessation of new settlement activities and urged the evacuation of all settlers from occupied territories. The ICJ emphasized the need to end the policy of impunity that has allowed Israel to deny Palestinians' right to self-determination and perpetrate policies of apartheid, persecution, and genocide.

As this story continues to develop, it underscores the complex interplay between corporate interests, celebrity advocacy, and geopolitical tensions. The repercussions of Adidas's decision extend far beyond the realm of fashion and sports, touching on deeply rooted historical and political issues that continue to shape the landscape of the Middle East.