Adidas has removed images of model Bella Hadid from ads promoting a sports shoe launched initially for the 1972 Munich Olympics.
The German sportswear brand said it was “revising” its campaign after facing criticism from Israel over Hadid’s involvement.
The SL72 sneakers, which Adidas calls a timeless classic, were advertised by Hadid, an American with Palestinian heritage.
The model, who previously angered the Israeli government for allegedly chanting, “From the river to the sea, Palestine will be free,” has been accused of antisemitism.
Israel’s official X account objected to Hadid as “the face of [the Adidas] campaign” in a post mentioning that “eleven Israelis were murdered by Palestinian terrorists during the Munich Olympics.”
Hadid has often criticized the Israeli government and supported Palestinians. On October 23, she posted on Instagram, mourning innocent lives lost while urging followers to pressure leaders to protect Gaza civilians.
Adidas stated that the SL72 shoe campaign “unites a broad range of partners.” They added: “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. As a result, we are revising the remainder of the campaign.”
The company didn’t specify what changes would be made. Other ad images featuring Adidas ambassadors like French footballer Jules Koundé, US rapper A$AP Nast, and Chinese model Sabrina Lan remain online.
On September 5, 1972, Palestinian group Black September members entered the Olympic Village. Eleven Israeli team members were taken hostage and killed.
This isn’t the first time Adidas has cut ties with celebrity ambassadors over antisemitism claims. In October 2022, Adidas ended its partnership with rapper Kanye West, stating it “does not tolerate antisemitism” after West was suspended from Instagram and Twitter for offensive posts. The company said West’s comments and actions were “unacceptable, hateful and dangerous and violated the company’s values of diversity and inclusion, mutual respect and fairness.”
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