Model Bella Hadid expresses regret over ‘revised’ adidas campaign

Supermodel Bella Hadid has spoken out after her removal from a campaign for adidas’ SL72 shoe that pays homage to the 1972 Munich Olympics, writing she is “shocked” and “disappointed in the lack of sensitivity that went into this campaign”.

So what exactly happened? Here’s what you need to know.

Model Bella Hadid was removed from an adidas campaign referencing the 1972 Munich Olympics.Credit: Getty Images

How did we get here?

Adidas this month launched a campaign for a new iteration of their SL72 shoe, inspired by a design launched at the 1972 Munich Olympics. Model Bella Hadid, who has previously worked with the brand, starred as one of the faces of the campaign.

Israel objected to the model’s involvement shortly after the campaign launch via its official Twitter account.

Hadid at the launch of Adidas’ SL72 campaign. Credit: GC Images

“@Adidas recently launched a new campaign for their shoes to highlight the 1972 Munich Olympics. Eleven Israelis were murdered by Palestinian terrorists during the Munich Olympics,” it wrote.

“Guess who the face of their campaign is? Bella Hadid, a half-Palestinian model who has a history of spreading antisemitism and calling for violence against Israelis and Jews.”

During the 1972 Munich Olympics, two athletes from Israel’s national team were killed and nine taken hostage by members of the Palestinian group Black September. All nine hostages and a German police officer were killed during the rescue mission.

Hadid, whose father is Palestinian, has been vocal on social media about the “ongoing occupation and genocide in Gaza”. In June, Hadid and her older sister, Gigi, donated US$1 million to aid groups supporting Palestinians in Gaza, while she donned a kiffiyeh dress by designer Michael and Hushi at the Cannes Film Festival this year. She has spoken previously about how her political alignments have affected her career, stating “I am not afraid to lose modelling jobs and I will continue to speak up on Palestine.”

How did adidas respond?

Credit: Instagram/@bellahadid

In a statement, adidas said that the campaign for the SL72 shoe “unites a broad range of partners” and announced it would be “revising” Hadid’s involvement.

“We are conscious that connections have been made to tragic historical events – though these are completely unintentional – and we apologise for any upset or distress caused,” it said.

“As a result, we are revising the remainder of the campaign.”

While it is unclear what exactly this “revision” entails, the brand has removed all images of the campaign and Hadid from its social media accounts. The shoe remains on its website with campaign images of other brand ambassadors, including French footballer Jules Kounde, US rapper A$AP Nast and Chinese model Sabrina Lan.

This is not the first time adidas has been embroiled in controversy over remarks made by one of its ambassadors. The brand ended its partnership with the rapper formerly known as Kanye West in October 2022 over his antisemitic remarks.

In 2018, the brand was the target of a global campaign by the movement Boycott, Divestment and Sanctions over its sponsorship of the Israel Football Association. An international campaign amassing 16,000 signatures led to the brand ending its sponsorship.

What did Hadid say?

On Monday evening, the 27-year-old spoke about her removal from the campaign by posting to her Instagram stories.

“I would never knowingly engage with any art or work that is linked to a horrific tragedy of any kind,” she wrote in the statement.

“In advance of the campaign’s release, I had no knowledge of the historical connection to the atrocious events in 1972. I am shocked, I am upset and I am disappointed in the lack of sensitivity that went into this campaign.

“Had I been made aware, from the bottom of my heart, I would never have participated. My team should have known, adidas should have known and I should have done more research so that I too would have known and understood.”

Sources close to Hadid have told US outlet TMZ that the model has enlisted the help of a legal team to counter her termination from the campaign.

How has the public responded?

Hadid’s removal from the campaign has sparked calls to boycott adidas. Global activist group Boycott, Divestment and Sanctions wrote on Instagram “the BDS movement supports organic efforts to #BoycottAdidas for the company’s racist, anti-Palestinian decision to drop Bella Hadid,” with the hashtag #BoycottAdidas garnering support from social media users promising to cease purchasing from the brand.

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