Adidas has stirred controversy by selecting Bella Hadid, a model known for her pro-Palestinian views, as the face of its retro 1972 SL 72 sneakers. This choice has sparked backlash due to its timing, coinciding with the 52nd anniversary of the Munich Massacre, in which a Palestinian terrorist group killed 11 Israeli athletes and coaches during the 1972 Olympic Games in Munich.
Bella Hadid, who is of Palestinian descent, has faced criticism for her support of Palestinian causes, especially after her sister, Gigi Hadid, backed relief efforts following the Hamas attacks on Israel in October 2023. The German athletic brand’s decision to feature Bella Hadid has drawn sharp reactions from Israel. The official Israeli social media account criticized Adidas for choosing Hadid, accusing her of antisemitism and promoting violence against Israelis and Jews.
The American Jewish Committee, a pro-Israel organization, has condemned the choice as either a serious oversight or a deliberate provocation. The group has called on Adidas to rectify what it deems a significant mistake.
Hadid, who recently wore a keffiyeh—a traditional Arab headscarf symbolizing Palestinian solidarity—at the Cannes Film Festival, and her sister Gigi had planned to donate $1 million to Palestinian relief efforts. Part of this donation was intended for the United Nations Relief and Works Agency, an organization that has faced scrutiny over alleged ties to Hamas.