Adidas has removed images of model Bella Hadid from an advert for sports shoes first released for the 1972 Munich Olympics. The German sportswear company said it was “reconsidering” its campaign following criticism from Israel over Hadid’s involvement.
The SL72 trainers, which Adidas calls timeless classics, were promoted by Hadid, an American whose family has roots in Palestine. The model, who previously drew the ire of the Israeli government for allegedly chanting the slogan “From the river to the sea, Palestine will be free,” has been accused of anti-Semitism.
Israel’s official X website account said it objected to Hadid as “the face of the [Adidas] campaign,” the post noting that “eleven Israelis were murdered by Palestinian terrorists during the Munich Olympics.”
Hadid has repeatedly criticised the Israeli government and supported the Palestinians. On October 23, she made a statement on Instagram in which she deplored the loss of innocent lives and urged her followers to pressure their leaders to protect civilians in Gaza.
In a statement, Adidas said the SL72 trainer campaign “brings together a wide range of partners.” It also said:
“We recognise that links have been exploited to tragic historical events – although they are completely unintentional – and apologise for any distress or concern caused. We are therefore reviewing the remainder of the campaign.”
Members of the Palestinian group Black September stormed the Olympic Village on September 5, 1972. Eleven members of the Israeli team were taken hostage and killed. The revision of this ad campaign was not the first time the German sportswear manufacturer has drawn public attention for its spokespeople and design choices.
Criticising the Hadid family
Bella Hadid, whose father was born in Nazeret, has been an activist for Palestinians long before October 7 2023 and often uses her multi-million dollar social media audience to advocate and draw attention to pro-Palestinian issues. She and her sister Gigi Hadid together donated $1 million to support Palestinian relief efforts in the Gaza Strip. The money was donated to HEAL Palestine, Palestine Children’s Relief Fund, World Central Kitchen and the UN Relief and Works Agency (UNRWA).
Bella Hadid has not yet commented on the statement in any way.
In mid-October, the Hadid family complained about the negativity coming at them because of their support for Palestine in the Hamas-Israel conflict. Entrepreneur Mohamed Hadid, his ex-wife Yolanda and their model children Gigi, Bella and Anwar Hadid regularly receive messages that make them worry about their well-being. The family are being regularly emailed, social media and texted after the family’s data was leaked. All family members have changed their phone numbers and Mohamed Hadid wanted to file a complaint with the FBI.
Former Greek finance minister Yanis Varoufakis commented on the news on X:
“Adidas has shot itself in the foot by adopting the German political system’s (grossly antisemitic) practice of banning legitimate demands for equal political rights from the river to the sea (while condoning Israel’s Apartheid from the River to the Sea).”
Adidas scandals
Earlier this year, a media uproar was caused by the fact that the font for the German football team’s DFB 44 jersey number resembles the Nazi SS symbol. In 2022, Adidas severed its relationship with Ye, the rapper and designer formerly known as Kanye West, over his many anti-Semitic remarks.
