Adidas Apologizes for Antisemitic Mistake in Bella Hadid Ad Campaign

Adidas recently found itself in hot water when the sportswear giant launched an advertising campaign featuring Bella Hadid as the face of a retro sneaker inspired by the 1972 Munich Olympics. The problem? The Munich Olympics were marred by a tragic event where Palestinian terrorists killed 11 members of Israel’s Olympic team after taking them hostage.

Controversial Choice

Bella Hadid, a Palestinian-American model, has been vocal in her criticism of Israel, particularly during times of conflict such as the war in Gaza. Her association with a shoe that references the Munich massacre did not sit well with the American Jewish Committee (AJC), who called out Adidas for what they deemed an “egregious error.” The AJC criticized Adidas for choosing a model who is openly anti-Israel to commemorate such a dark moment in Olympic history.

Following the backlash, Adidas swiftly issued a public apology via social media. The sportswear company acknowledged the unintended connections to tragic historical events and expressed regret for any distress caused. As a result of the controversy, Adidas announced that they would be revising the remainder of the campaign to address the concerns raised by the public.

One of the factors that amplifies the sensitivity of this situation is Adidas’ history. As a German corporation, Adidas has a legacy that includes ties to the Nazi regime during World War II. While this may be considered ancient history by some, the specter of past associations with Nazism still lingers and adds another layer of complexity to the current issue at hand.

Adidas’ misstep in choosing Bella Hadid for their ad campaign referencing the 1972 Munich Olympics highlights the importance of considering historical context and sensitivity when creating marketing campaigns. The incident serves as a reminder to all companies to carefully vet their brand ambassadors and campaign themes to avoid unintentionally causing offense or harm to any group of people. Adidas’ swift apology and commitment to revising the campaign demonstrate a willingness to listen to feedback and make amends for their mistake.