Adidas has issued a second apology to model Bella Hadid and other partners after Hadid threatened legal action over a campaign linked to the 1972 Munich Olympics. The ad, inspired by the historic games, unintentionally referenced the Munich Massacre, leading to significant backlash.
Apology and Campaign Changes
Adidas publicly apologized for the distress caused by their SL72 campaign. The company acknowledged that the campaign, though unintentional, evoked associations with the tragic Munich Olympics incident. “We understand that our recent SL72 campaign has inadvertently connected with the Munich tragedy. We deeply apologize for any upset caused to communities globally,” Adidas stated.
The brand extended its apology to Bella Hadid, A$AP Nast, Jules Koundé, and other campaign partners. Adidas recognized the potential negative impact on their careers and announced plans to revise the campaign. Hadid, who has sought legal counsel, criticized the campaign for failing to properly address the historical context of the Munich Massacre.
Criticism and Response
The controversy also drew criticism from Israel, which condemned both the campaign and Hadid’s involvement due to her Palestinian heritage. Consequently, Adidas decided to pull the ad and modify their campaign. The original ad featured Hadid with a bouquet of flowers and the caption, “Giving Bella Hadid her flowers in the SL72.”
Journalist Mehdi Hasan criticized the backlash against Hadid, describing it as “anti-Palestinian racism and bigotry.” He argued that blaming Hadid for the Munich Massacre due to her ethnicity was a form of racial prejudice. Many others shared this view, seeing the criticism as an example of cancel culture rooted in ethnic discrimination.
As Adidas deals with the aftermath of this controversy, it remains unclear if Bella Hadid will proceed with legal action. The brand continues to emphasize its commitment to diversity and equality while revising their campaign strategy.
