Adidas Faces Backlash Over Bella Hadid Campaign

Adidas recently faced criticism over its decision to feature Bella Hadid in a marketing campaign for a retro sneaker that references the 1972 Munich Olympics. This particular Olympics was marred by tragedy when Palestinian terrorists killed 11 members of Israel’s Olympic team after taking them hostage. Bella Hadid, a Palestinian-American model known for her criticism of Israel, was chosen as the face of the campaign, which sparked outrage among many.

The American Jewish Committee (AJC) was quick to condemn Adidas for their choice of Bella Hadid as the model for the campaign. The AJC labeled the decision as an “egregious error” and accused Adidas of either making a massive oversight or intentionally being inflammatory. The AJC pointed out the insensitivity of choosing a vocal anti-Israel model to promote a shoe that commemorates such a dark event in Olympic history.

In response to the backlash, Adidas issued a public apology on social media, acknowledging the unintentional connections made to tragic historical events. The company expressed regret for any upset or distress caused and announced that they would be revising the remainder of the campaign. However, the damage had already been done, and many questioned the integrity of Adidas in light of this controversial marketing move.

Adidas, as a German corporation, has a complicated history that includes association with Nazis during World War II. While this may be considered ancient history by some, it is still part of the company’s narrative and reputation. The decision to feature Bella Hadid in a campaign that references a tragic event such as the Munich Olympics raised questions about Adidas’ sensitivity and awareness of historical context.

Adidas’ choice to involve Bella Hadid in their marketing campaign for a sneaker tied to the 1972 Munich Olympics was met with backlash and accusations of antisemitism. The company’s apology, while a step in the right direction, came too late to undo the damage caused by this controversial decision. Moving forward, Adidas will need to be more mindful of their marketing strategies and the potential implications of their choices on sensitive historical events.