Legal battle begins
Fashion model Bella Hadid has initiated legal action against Adidas, accusing the company of failing to take public accountability for its controversial SL72 campaign. The ad celebrates the 52nd anniversary of the 1972 Munich Olympics and the revival of a classic sneaker line. Despite reports of her being dropped, sources confirm Hadid’s contract with Adidas is still active.
Controversy explained
The controversy erupted as Hadid was announced as the face of Adidas’ new shoe, referencing the 1972 Munich Olympics, which was marred by a massacre where 11 Israeli athletes and a German police officer were killed by a Palestinian militant group. The campaign has drawn significant backlash, especially given the ongoing Israeli-Palestine conflict.
Hadid, an American model with Palestinian heritage, has been vocal about her pro-Palestinian stance. She recently expressed her pride in her Palestinian roots on Instagram, wearing a Keffiyeh dress by Michael and Hushi, and emphasizing her commitment to the Palestinian cause.
Public reaction and apology
The American Jewish Committee criticized Adidas for selecting a “vocal anti-Israel model” for the campaign.
Amid the backlash, Hadid’s old speech resurfaced, where she stated, “I’m not afraid to lose modeling jobs. I will continue to speak up for Palestine.”
In response to the criticism, Adidas has pulled the controversial ad and is revising the campaign. The company apologized for the unintended connections to the tragic historical event and removed all social media posts featuring Hadid in the campaign.
“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,” Adidas stated. “We believe in sport as a unifying force around the world and will continue our efforts to champion diversity and equality in everything we do.”
Hadid’s legal action signifies her denouncement of the ad and her readiness to hold Adidas accountable for the unintentional defamation caused. This development underscores the complexities and sensitivities involved in corporate campaigns intersecting with historical and political issues.