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A statement was sent by the model Bella Hadid after she appeared in a contentious Adidas campaign.
“I am shocked, I am upset, and I am disappointed in the lack of sensitivity that went into this campaign,” Hadid, who was born in the United States, wrote in a statement that she posted on her Instagram story on Monday evening.
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There was a reference to the 1972 Olympic Games in Munich in the advertising campaign for Adidas’ new vintage sneakers, which were called the SL72s. Hadid was shown in the promo clutching a bunch of flowers while wearing the shoes, which had their first appearance in 1972 during the Munich Games. The advertisement was released earlier in the month of July of this year.
However, the games of that year are primarily remembered for the tragic event that occurred in Munich’s Olympic Village on September 5, 1972. The attack was carried out by a Palestinian gang known as Black September, and it resulted in the deaths of two Israeli athletes. Later on, nine additional people who had been taken hostage perished in an unsuccessful attempt to rescue them.
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As soon as the Adidas campaign was out, there was an immediate backlash, and there were also assaults directed toward Hadid, who is half-Palestinian and has pushed for Palestinian rights and donated money to relief efforts in the Gaza Strip. According to Hadid, she was unaware of the connection to the historical events that occurred during the 1972 Olympic Games in Munich, and she stated that she would not have participated in the campaign if she had been aware of the relationship.
“I would never knowingly engage with any art or work that is linked to a horrific tragedy of any kind,” was the statement made by Hadid, who is 27 years old and has previously served as the face of Dior.
Prior to the launching of the campaign, I was unaware of the historical connection that existed between the heinous events that occurred in 1972… Had I been made aware of it, I would have never participated in the activity. I say this from the bottom of my heart.
She continued by saying, “My team ought to have known.” “Adidas ought to have been aware of the situation, and I ought to have conducted additional research in order to likewise be aware of it, comprehend it, and voice my opinion.”
On July 19, Adidas apologized for the ad and said it was “revising the remainder of the campaign.”
The company issued a statement that made the following statement: “We are aware that connections have been made to tragic historical events, although these connections are completely unintentional, and we apologize for any upset or distress that may have been caused.”
According to the statement, “We believe in sport as a unifying force around the world and will continue our efforts to champion diversity and equality in everything that we do,” the statement continued. According to The Guardian, the advertisements that features Hadid that were posted on social media platforms have been withdrawn.
Fierce criticism of the campaign came from the Israeli government, whose official account on X expressed opposition to Hadid being the “face of their [Adidas’] campaign.” Additionally, the American Jewish Committee stated that Adidas’ decision to feature a “vocal anti-Israel model to recall this dark Olympics is either a massive oversight or intentionally inflammatory.” Both of these organizations were very vocal in their criticism of the campaign.
For its assertion that Hadid was “anti-Israel,” the organization did not give any proof to support its claim. In addition to voicing her opposition to antisemitism, Hadid has voiced her disapproval of the acts taken by the Israeli government. She also criticized the attack that Hamas carried out against Israel on October 7th.
Those who support Hadid have criticized the assaults that have been made against her as well as the decision that Adidas made to remove her from the campaign. They have stated that it is racist to make the connection between Hadid and a terrorist attack that occurred fifty-two years ago merely due to the fact that she is of a different ethnicity. The boycott of Adidas has been called for by a significant number of pro-Palestinian groups.
In response to a request for comment from CNBC, Adidas did not immediately provide a response
The apology that Adidas sent for the advertisement has been revised to include a mention of Hadid, as stated in a report that was published by Euronews. “We also apologise to our partners, Bella Hadid, ASAP Nast, Jules Koundé, and others, for any negative impact on them, and we are revising the campaign,” the statement from the company now says, according to Euronews. “We are revising the campaign.”
The collective lack of understanding from all stakeholders compromised the process, according to Hadid’s statement that was released on Monday. “While everyone’s intentions were to make something positive and bring people together through art,” Hadid added.
“I do not believe in any form of hatred, including antisemitism,” the speaker declares. That is something that will never change, and I agree with that assertion to the totalest extent possible. Making the connection between the emancipation of the Palestinian people and an attack of such a sad kind is something that strikes me as deeply painful… Additionally, she stated, “I will continue to advocate for a world free of antisemitism while at the same time I will always stand by my people of Palestine.”
It is not acceptable for antisemitism to be present in the process of liberating the Palestinian people.
It has been brought to your attention that the information regarding the terrorist assault that occurred during the 1972 Olympics in Munich has been updated.
