Bella Hadid, a prominent fashion model known for her Palestinian heritage, has decided to sue Adidas over an advertisement linked to the 1972 Munich Olympics. This controversy has unfolded amid the ongoing Israel-Palestine conflict, adding to the sensitivity surrounding the campaign. The ad, celebrating the 52nd anniversary of the Munich Olympics, inadvertently touched on a tragic historical event that has caused significant uproar.
The Controversy Unfolds
The controversy began when Bella Hadid was announced as the face of Adidas’ new “next-It shoe” campaign, which referenced the 1972 Munich Olympics. The campaign was intended to revive the brand’s “coveted SL72” line. However, the 1972 Olympics are remembered not just for the sports events but for the tragic massacre of 11 Israeli athletes and a German police officer by a Palestinian militant group. Given the timing of the campaign and the ongoing Israeli-Palestinian conflict since October 7, 2023, the ad quickly became contentious.
Hadid, who identifies as a “proud Palestinian,” emerged amid a storm. Insiders report that she had no prior knowledge of the ad’s historical connections and was deeply upset by the association. Consequently, she hired a legal team to sue Adidas, aiming to hold the company accountable for the distress caused.
Bella Hadid’s Response
Bella Hadid has been vocal about her Palestinian heritage and support for Palestine. In a May 29 Instagram post, she expressed her pride in her heritage, saying, “Palestine on my mind, in my blood and on my heart. Always.” She wore a Keffiyeh dress by the fashion label Michael and Hushi, symbolizing her cultural pride. Amid the controversy, a past speech by Hadid resurfaced, where she stated, “I’m not afraid to lose modeling jobs. I will continue to speak up for Palestine.”
Hadid’s decision to sue Adidas indicates her strong disapproval of the ad and her determination to address what she sees as unintentional defamation. Her legal action underscores her commitment to her beliefs and willingness to take a stand, even against a major brand like Adidas.
Reactions and Apologies
The backlash against Adidas was swift and intense. The American Jewish Committee criticized the brand for choosing a “vocal anti-Israel model” to front a campaign linked to such a dark chapter in history. This criticism highlighted the sensitivity and complexity of the issue.
In response, Adidas issued an apology and took immediate action to mitigate the fallout. The company dropped the advertisement, removed all related social media posts, and announced plans to revise the campaign. In a statement to USA Today, Adidas said, “We are conscious that connections have been made to tragic historical events — though these are completely unintentional — and we apologize for any upset or distress caused.” The company reiterated its commitment to diversity and equality, emphasizing that the ad’s associations were entirely inadvertent.
The controversy between Bella Hadid and Adidas highlights the delicate nature of advertising in a politically and historically charged context. Brands must be acutely aware of the potential implications of their campaigns, particularly when they intersect with sensitive historical events or ongoing conflicts.
For Hadid, this episode is a significant moment in her career and public life. It reinforces her stance on Palestinian issues and her readiness to confront powerful entities when her principles are at stake. For Adidas, the incident serves as a cautionary tale about the importance of thorough vetting and cultural sensitivity in marketing strategies.
The legal battle between Bella Hadid and Adidas over the 1972 Munich Olympic shoe ad underscores the intricate interplay between marketing, history, and contemporary politics. Amid the ongoing Israel-Palestine conflict, this controversy has amplified the need for brands to navigate these waters with care and respect. As the situation develops, it remains a poignant reminder of the power of advertising and the profound impact it can have on public perception and individual lives.
