Adidas has decided to remove images of model Bella Hadid from ads for a sneaker originally released for the 1972 Munich Olympics. The decision comes after criticism from Israel over the model’s Palestinian origins, according to The Guardian.
Adidas broke off any collaboration with Bella Hadid. PHOTO Archive
Adidas, a German sports goods company, promoted the SL72 model, considered a timeless classic, using the image of Bella Hadid. The American model has Palestinian origins and has been criticized in the past by the Israeli government for alleged pro-Palestinian statements.
Israel took to social media to express its displeasure with the choice of Hadid as its campaign face, citing the killing of eleven Israeli athletes by Palestinian terrorists during the Munich Olympics.
“We are aware that connections have been made to tragic historical events – although these are completely unintended – and apologize for any upset or distress caused“, said Adidas.
Bella Hadid, a vocal critic of Israel’s politics
Over the years, model Bella Hadid has been a constant critic of Israel’s policies and championed the Palestinian cause.
In an official statement, Adidas said it is reviewing its campaign for the SL72, acknowledging the unintended links to tragic historical events.
Adidas did not provide details on the campaign changes, but images of other brand ambassadors, including French footballer Jules Koundé, American rapper A$AP Nast and Chinese model Sabrina Lan, remain online.
On September 5, 1972, members of the Palestinian group Black September attacked the Olympic Village. Eleven members of the Israeli team were taken hostage and killed.
This is not the first time the sporting goods company has ended its collaborations with stars accused of anti-Semitism. In October 2022, Adidas ended its partnership with rapper Kanye West after he was suspended from social media for anti-Semitic posts.
The company said West’s views were “unacceptable, hateful and dangerous” and violated Adidas’ values of diversity, inclusion, mutual respect and fairness.
