Adidas recently issued an apology for the “negative impact” that its Munich Olympics-themed ad had on Bella Hadid and other models involved in the campaign. The shoe brand acknowledged that the ad had unintended connections to the tragic events of the 1972 Munich Olympics, where 11 Israeli athletes and one German police officer were killed by a Palestinian militant group. The company expressed regret for any upset or distress caused by the ad and promised to revise the campaign.
The German company faced backlash for choosing Bella Hadid, who has been a vocal supporter of Palestine, to promote its SL 72 sneakers inspired by the 1972 Games. In response to the criticism, Adidas first issued an apology and announced plans to revise the ad. They emphasized that the connections to historical events were unintentional and expressed a commitment to championing diversity and equality in their future campaigns.
Following the controversy, reports surfaced that Bella Hadid had hired an attorney to address the situation. An insider revealed that Hadid was upset with Adidas for not acknowledging the historical context before involving her in the campaign. Despite her support for her father’s Palestinian heritage, Hadid’s views on violence were deemed incongruent with the implications of the ad. While the model has yet to publicly address the issue, it is clear that she holds the brand accountable for the oversight.
Adidas’ misstep with the Munich Olympics-themed ad serves as a cautionary tale for brands seeking to navigate sensitive cultural and historical references. The incident highlights the importance of thorough research and consideration when creating marketing campaigns, especially when engaging with influential figures like Bella Hadid. By issuing apologies and revising their approach, Adidas demonstrates a willingness to learn from their mistakes and uphold their commitment to promoting inclusivity and unity through sport.
Adidas’ apology for the Munich Olympics-themed ad underscores the complexities of cultural sensitivity in branding and marketing. The incident sheds light on the repercussions of overlooking historical contexts and the need for responsible advertising practices. By addressing the concerns raised by Bella Hadid and other stakeholders, Adidas shows a willingness to rectify their error and strive for more thoughtful and inclusive campaigns in the future.
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