Bella Hadid has broken her silence on the controversy surrounding her Adidas campaign, which sparked outrage due to its coincidental timing with the 52nd anniversary of the 1972 Munich Games tragedy.
The “SL 72” running shoe campaign, released earlier this month, was criticized by the American Jewish Committee for Hadid’s involvement, citing her support for Palestinian relief efforts in Gaza amid the ongoing conflict with Israel.
Although the campaign didn’t reference the tragic event, where 11 Israeli coaches and athletes were killed, Hadid’s participation was seen as insensitive by some.
“For Adidas to pick a vocal anti-Israel model to recall this dark Olympics is either a massive oversight or intentionally inflammatory. Neither is acceptable,” the AJC’s statement read.
“I would never knowingly engage with any art or work that is linked to a horrific tragedy of any kind,” Hadid wrote in a lengthy Instagram story on Monday.
“In advance of the campaign’s release, I did not know 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.”
Hadid added that she, her team and the team at Adidas “should have done more research,” and had she known about the tragic history, she would have “spoken up.”
“As I always have, and always will, speak up for what I believe to be wrong,” she continued.
“While everyone intended to make something positive, and bring people together through art, the collective lack of understanding from all parties undermined the process. I do not believe in hate in any form, including antisemitism. That will never waiver, and I stand by that statement to the fullest extent.”
Adidas has taken swift action in response to the backlash surrounding its Munich Games retro running shoe campaign.
In a statement to The Hollywood Reporter, the brand acknowledged the unintended connections made to the tragic 1972 Munich Games events and apologized for any distress caused.
To address the concerns, Adidas is revising the remainder of the campaign to ensure it is sensitive to political and historical contexts.
Olekanma Favour is a resourceful, self-motivated, and result-driven writer with a passion for crafting compelling narratives and insightful content. She loves tackling complex topics and weaving engaging stories.
When she’s not writing, Olekanma enjoys immersing herself in a good book, exploring new cuisines, and discovering new cultures.