Public court records, official statements from Bella Hadid or Adidas, and major news outlets

Adidas Apologizes to Bella Hadid After Controversial SL72 Sneaker Campaign Referencing 1972 Munich Olympics

Jul 29, 2024, 10:35 PM

Adidas has issued an apology to Palestinian-American supermodel Bella Hadid after removing her from its latest SL72 sneaker campaign, which referenced the 1972 Munich Olympics. The campaign, criticized by Israel, led to significant backlash and calls for a boycott of the brand, particularly from the BDS movement. Reports suggested that Hadid was considering legal action against Adidas for their 'lack of public accountability'. In response, Adidas apologized to Hadid and other celebrities involved for any 'negative impact' caused. Hadid, in her statement, expressed that she was unaware of the historical connection to the 1972 events, where terrorists killed 11 Israelis, and emphasized that she does not believe in hate or antisemitism.