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Bella Hadid Expresses Shock and Dismay Over Adidas Campaign

Tuesday 30 July 2024 - 12:00

In a startling turn of events, renowned American model Bella Hadid found herself at the center of an unanticipated controversy following her participation in a recent Adidas advertising campaign. The campaign, which aimed to promote the retro SL72 trainers, inadvertently drew connections to the tragic events of the 1972 Munich Olympics, where 11 Israeli athletes and a German police officer lost their lives in an attack by a Palestinian group known as Black September.

Hadid, who is of Palestinian descent, expressed her profound dismay at the situation. In a heartfelt statement shared on social media, she conveyed her shock and disappointment, emphasizing that she would never knowingly participate in any project linked to such a horrific tragedy. The 27-year-old model, known for her vocal support of Palestinian causes, found herself in an uncomfortable position as the campaign's unintended historical associations came to light.

"I am shocked, I am upset, and I am disappointed in the lack of sensitivity that went into this campaign," Hadid stated, her words reflecting the emotional toll of the situation. She went on to explain that she had been unaware of any historical connections to the events of 1972 prior to the campaign's release. This lack of awareness, she noted, extended to her team and Adidas itself, highlighting a collective oversight in the campaign's development process.

The sportswear brand, for its part, acknowledged the misstep and issued an apology, describing the connections to the 1972 attack as "unintentional." Adidas confirmed to AFP that Hadid had been removed from the campaign and stated their intention to revise the advertising materials.

The campaign, which debuted earlier this month, featured Hadid holding a floral bouquet to promote the relaunch of the SL72 trainer. The shoe originally made its debut in 1972, coinciding with the Munich Olympics. This temporal connection, though unintended, proved to be the catalyst for the ensuing controversy.

In her statement, Hadid took pains to distance herself and the Palestinian cause from acts of terrorism. "Connecting the liberation of the Palestinian people to an attack so tragic is something that hurts my heart," she expressed. "Palestine is not synonymous with terrorism, and this campaign unintentionally highlighted an event that does not represent who we are."

The model reaffirmed her commitment to peace and her stance against all forms of hate, including antisemitism. She described herself as a "proud Palestinian woman" who advocates for a world free of antisemitism while standing in solidarity with her Palestinian heritage.

The incident has sparked a broader debate on social media platforms. While some critics directed their ire towards Hadid, others rallied to her defense, calling for a boycott of Adidas in response to the company's decision to pull the campaign.

This controversy unfolds against the backdrop of the ongoing conflict in Gaza, which began with a Hamas attack on Israel in October 2023, resulting in approximately 1,200 deaths and 252 hostages. Israel's subsequent military campaign in Gaza, aimed at destroying Hamas and freeing the hostages, has led to significant casualties. The Hamas-run health ministry in Gaza reported that over 39,000 people have lost their lives in the nearly 10-month-long conflict.

The incident serves as a stark reminder of the complex interplay between commercial endeavors, historical events, and ongoing geopolitical conflicts. It underscores the need for heightened sensitivity and thorough research in developing marketing campaigns, particularly when they intersect with deeply rooted historical and cultural issues.

As the dust settles on this unexpected controversy, it leaves in its wake important questions about corporate responsibility, cultural awareness, and the role of public figures in navigating the often treacherous waters of global politics and historical memory. The incident may well serve as a cautionary tale for future marketing endeavors, emphasizing the importance of comprehensive background checks and cultural sensitivity in an increasingly interconnected world.