A cheeky publicity mechanism by Adidas of uplifting Palestine and dropping them at the feet against Israel
Adidas has faced backlash for featuring Palestinian-American model Bella Hadid in a campaign meant to honor the Munich Olympics, inadvertently evoking the tragic 1972 attack that killed eleven Israeli athletes, coaches, and a German police officer
The Adidas’s campaign aimed to promote the vintage SL72 shoe, initially released for the 1972 Munich Olympics, drew criticism for its insensitive associations. An Adidas spokesperson acknowledged, “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 controversy escalated on social media, with #BoycottAdidas trending on X and various users condemning the company for dropping Hadid from the campaign. The Israeli government and Jewish organizations were quick to criticize the brand’s choice of Hadid, highlighting her Palestinian roots and her past statements perceived as anti-Semitic. Israel’s embassy in Germany expressed strong disapproval, stating, “Bella Hadid, a model with Palestinian roots who has spread anti-Semitism in the past and incited violence against Israelis and Jews.”
Amid the uproar, the Israeli government posted on X, “She and her father frequently promote blood libels and antisemitic conspiracies against Jews.” The American Jewish Committee also questioned Adidas’ decision, posting on X, “For Adidas to pick a vocal anti-Israel model to recall this dark Olympics is either a massive oversight or intentionally inflammatory.” Bella Hadid, known for her activism, often uses social media to express her views. She has participated in pro-Palestinian marches and criticized Israeli policies. In an Instagram post, she condemned the loss of lives in Gaza and described Israel’s assault on Gaza as “genocide.” The decision to remove Hadid from the campaign has sparked further reactions on social media, with pro-Palestinian supporters accusing Adidas of racism and calling for a boycott of the brand.
