Bella Hadid has issued an apology after facing criticism for her involvement in an Adidas campaign commemorating the 1972 Munich Olympics. The campaign, featuring the "SL 72" running shoes, was released earlier this month, coinciding with the 52nd anniversary of the Munich Games, where 11 Israeli athletes and coaches were killed in a terrorist attack by Palestinian militants.
Though the campaign made no explicit mention of the tragic event, the American Jewish Committee (AJC) condemned Hadid's participation due to her history of supporting Palestinian relief efforts. In a statement, the AJC criticised Adidas for choosing a "vocal anti-Israel model" to represent a campaign associated with the Olympics.
"For Adidas to pick a vocal anti-Israel model to recall this dark Olympics is either a massive oversight or intentionally inflammatory. Neither is acceptable," the AJC's statement read.
Hadid responded with a lengthy Instagram post, expressing shock, disappointment and regret for her involvement. She stated that she was unaware of the historical connection to the Munich massacre and would have refused to participate had she known.
"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 campaignâs release, I had no knowledge of the historical connection to the atrocious events in 1972. I am shocked, I am upset, and I am disappointed in the lack of sensitivity that went into this campaign. Had I been made aware, from the bottom of my heart, I would never have participated."
Hadid went on to criticise the lack of research conducted by her team and Adidas, emphasising that they "should have done more". She also asserted her commitment to speaking out against injustice and condemning antisemitism in all its forms.
"As I always have, and always will, speak up for what I believe to be wrong," Hadid wrote. "While everyoneâs intentions were to make something positive, and bring people together through art, the collective lack of understanding from all parties undermined the process. I do not believe in hate in any form, including antisemitism. That will never waiver, and I stand by that statement to the fullest extent."
Hadid explicitly condemned any association between the Palestinian cause and acts of terrorism.
"I am a proud Palestinian woman and there is so much more to our culture than the things that have been equated over the past week," she wrote. "I will forever stand by my people of Palestine while continuing to advocate for a world free of antisemitism. Antisemitism has no place in the liberation of the Palestinian people. I will always stand for peace over violence, any day. Hate has no place here, and I will forever advocate for not only my people, but every person worldwide."
Adidas has since issued an apology, acknowledging the unintentional connection to the Munich massacre and stating that they are revising the campaign.
"We are conscious that connections have been made to tragic historical events â though these are completely unintentional â and we apologize for any upset or distress caused," the company said. "As a result, we are revising the remainder of the campaign. We believe in sport as a unifying force around the world and will continue our efforts to champion diversity and equality in everything we do."
