Sportswear giant Adidas has issued a second public apology, this time directed towards model Bella Hadid and other partners, following backlash over an advertising campaign inspired by the 1972 Munich Olympics, which has drawn criticism for its association with the Munich Massacre.
In a statement released on Sunday to TMZ, Adidas representatives acknowledged the unintended connections made between their recent SL72 campaign and the tragic events of the Munich Olympics. "Connections continue to be made to the terrible tragedy that occurred at the Munich Olympics due to our recent SL72 campaign. These connections are not meant, and we apologise for any upset or distress caused to communities around the world," read the statement.
The brand extended its apology to its partners, including Bella Hadid, A$AP Nast, and Jules Koundé, acknowledging any negative impact the controversy may have had on their careers. "We made an unintentional mistake. We also apologise to our partners, Bella Hadid, A$AP Nast, Jules Koundé, and others, for any negative impact on them and we are revising the campaign," the statement continued.
According to reports from Us Weekly, Bella Hadid had sought legal counsel to address what she described as a lack of public accountability by Adidas for launching a campaign that could be linked to the violent events of the 1972 Olympics.
An insider emphasized the necessity for corporations to properly vet their campaigns and remain mindful of historical contexts, stating, "Violence is inconsistent with Bella’s views." While Hadid did not oppose the removal of the campaign, she expressed dissatisfaction with Adidas’s reference to the 1972 Olympics without acknowledging its tragic history.
Criticism also emerged from Israel, which condemned both the campaign and Hadid’s involvement, given her Palestinian heritage. The controversy has prompted Adidas to revise the remainder of the campaign. In their statement, the company reiterated their commitment to diversity and equality.
The now-pulled ad for the SL72 trainers featured Hadid holding a bouquet of flowers against a red backdrop with the caption, “Giving Bella Hadid her flowers in the SL 72.”
Journalist Mehdi Hasan highlighted the problematic nature of the criticism against Hadid, describing it as “straight-up anti-Palestinian racism and bigotry.” He noted that blaming Hadid for the actions of a group of people from decades ago based on her ethnicity was a clear example of racial prejudice. This sentiment was echoed by many others who condemned the latest campaign against Hadid as a form of cancel culture rooted in ethnic discrimination.
