Boycott Adidas trends on social media, Adidas has sparked indignation by casting pro-Palestinian model Bella Hadid to model a restyled line of trainers first worn at the 1972 Olympics, which killed 11 Israelis. Adidas has stirred up a hornet’s nest by selecting pro-Palestinian model Bella Hadid to showcase a revamped line of trainers with a controversial history dating back to the 1972 Olympics.
This move has ignited a firestorm of backlash due to Hadid’s previous actions, including spreading dubious information about Hamas providing a birthday cake to a hostage.
The sports brand has found itself in hot water for inadvertently tying its new campaign to the tragic events of the past, prompting quick apologies and reassurances of campaign revisions. The decision to shift a memorial ceremony related to the 1972 Games to a more secure, undisclosed location speaks volumes about the security concerns surrounding the sensitive issue at hand. By calling the Jewish state “supremacist” and asserting that “Jesus was Palestinian,”
she has also been charged with “fanning the flames of anti-Semitism”. Earlier this week, Adidas said it is “revising the remainder of the campaign” and expressed regret for its “completely unintentional” connection to the “tragic historical events”.
Jewish groups have not minced their words, expressing strong condemnation towards Adidas for what they perceive as insensitivity and poor judgment in commemorating an event marred by violence and loss of life. The choice of Hadid as the face of this campaign has only added fuel to the fire, with accusations of her perpetuating anti-Semitic sentiments.
NEW:
🇮🇱 Adidas, in support of Israel, decided to withdraw photos of Bella Hadid, just because she is Palestinian.
Adidas:
“We apologize for the distress and concern caused… We believe in the unifying power of sports.
All promotional photos featuring Hadid have been removed… pic.twitter.com/kNyekzUw9G
— ADAM (@AdameMedia) July 19, 2024
The contrast of promoting a historical event clouded in tragedy with a model accused of spreading falsehoods about Israel has struck a nerve with many, leading to calls for Adidas to rethink its approach. The irony of celebrating the spirit of the 1972 Olympics amidst controversy and accusations of misinformation has not gone unnoticed. Adidas reportedly fired Hadid from an ad campaign that provoked criticism from Israel due to its allusion to the 1972 Munich Olympics. Meanwhile, a barrage of social media posts praised Hadid, denounced Adidas for firing the model, and demanded a boycott of the business.
Adidas announced that it will carry on the SL72 campaign featuring other well-known figures, such as football player Jules Kounde, singer Melissa Bon, and model Sabrina Lan. Adidas’ attempt to rekindle the nostalgia of the SL 72 range from 1972 through this recreation has backfired, drawing attention not to the athletic prowess of the past but to a present-day maelstrom of controversy and discontent.