Adidas is facing backlash and has issued an apology after selecting Bella Hadid, known for her pro-Palestinian views, as the face of its retro 1972 SL72 sneaker campaign. The relaunch, which marks the 52nd anniversary of the Munich Olympics, has stirred controversy due to its association with the 1972 Munich Massacre—a tragic event where 11 Israeli athletes and one German police officer were killed by a Palestinian militant group.
Hadid, whose father is Palestinian, has been vocal about her heritage and support for Palestinian causes. In response to the uproar, Adidas stated, “We are aware of the connections being drawn to tragic historical events, which were completely unintentional. We apologize for any upset or distress caused and are revising the remainder of the campaign.” The company emphasized its commitment to using sport as a unifying force and promoting diversity and equality.
The campaign’s promotional materials showed Hadid in Adidas gear holding flowers, with the tagline “Giving Bella Hadid her flowers in the SL 72.” Following the apology, Adidas removed all related posts featuring Hadid from its social media accounts, although she remains on the brand’s website as of Thursday afternoon.
The American Jewish Committee has criticized the choice as a serious misstep. They argued that featuring Hadid, who is known for her vocal support for Palestine, is either a significant oversight or a deliberate provocation. Hadid has used her platform to criticize Israeli policies and support Palestinian relief efforts, including a recent $1 million donation with her sister, Gigi Hadid.
Other celebrities like soccer player Jules Koundé, rapper A$AP Nast, musician Melissa Bon, and model Sabrina Lan continue to be featured in the campaign, which remains active on Adidas’ social media channels.