Bella Hadid Speaks Out on Adidas Campaign Controversy

Model Bella Hadid has addressed the controversy surrounding her recent Adidas campaign, which drew criticism for its connection to the 1972 Munich Olympics tragedy.

Hadid, 27, took to her Instagram Story on Monday, 29 July, to express her disappointment and shock over the campaign, which was inspired by a sneaker released in the same year as the Munich Olympics. The campaign featured Hadid wearing the Adidas SL72 sneakers, holding a bouquet of flowers and standing in front of a red backdrop.

"I would never knowingly engage with any art or work that is linked to a horrific tragedy of any kind," Hadid wrote. "In advance of the campaign's release, I had no knowledge of the historical connection to the atrocious events in 1972."

The 1972 Munich Olympics were marred by a horrific hostage-taking incident, where the Palestinian terrorist group Black September held 11 Israeli athletes and coaches hostage. The ensuing massacre resulted in the deaths of all hostages and a German police officer.

Hadid, who is of Palestinian heritage, expressed her upset over the lack of sensitivity shown in the campaign. "I am shocked, I am upset, and I am disappointed in the lack of sensitivity that went into this campaign," she stated. "Had I been made aware, from the bottom of my heart, I would never have participated. My team should have known, Adidas should have known and I should have done more research so that I too would have known and understood, and spoken up."

Following the backlash, Adidas issued an apology, stating that the campaign's "connections" to the tragedy were an "unintentional mistake." The sportswear giant further stated they would be "revising the campaign."

Despite the apology, Hadid retained litigation counsel against Adidas, citing "their lack of public accountability" regarding the campaign, which also faced criticism from Israel and the American Jewish Committee.

Hadid further elaborated on her stance, stating that while the original intention of the ad was to "bring people together through art," the "collective lack of understanding from all parties undermined the process." She also pointed out that the "SL72" campaign featured other partners including A$AP Nast and Jules Koundé.

"I do not believe in hate in any form, including antisemitism. That will never waver, and I stand by that statement to the fullest extent," Hadid wrote. "Connecting the liberation of the Palestinian people to an attack so tragic, is something that hurts my heart. Palestine is not synonymous with terrorism and this campaign unintentionally highlighted an event that does not represent who we are."

Hadid emphasized her identity as a "proud Palestinian woman" who will "forever stand by [her] people of Palestine" and continue "to advocate for a world free of antisemitism," which "has no place in the liberation of the Palestinian people."

"I will always stand for peace over violence, any day," she concluded.

The Adidas "SL72" campaign has been withdrawn from circulation following the controversy.