After Bella Hadid threatened to sue Adidas over an advertisement campaign based on the 1972 Munich Olympics and connected to the Munich Massacre, Adidas apologized. This is the German sportswear giant’s second apology in as many days following the first backlash. Now, they’re directly apologizing to their marketing partners, including supermodel Bella Hadid, for any unintentional offense they may have caused.
Representatives for Adidas said in a statement to TMZ on Sunday, “Our recent SL72 campaign continues to be linked to the terrible tragedy that occurred at the Munich Olympics. We apologize for causing any offense or discomfort to communities worldwide and assure you that these linkages are not intended.”
The company apologized to all of its partners—Hadid included—for any harm the scandal may have caused to their careers.“We made an unintentional mistake. We also apologize to our partners, Bella Hadid, A$AP Nast, Jules Koundé, and others, for any negative impact on them and we are revising the campaign.”
Us Weekly reports that Hadid hired lawyers to deal with Adidas’ alleged lack of transparency in initiating a campaign connected to the violent events of the 1972 Olympics.
Violence is incompatible with Bella’s beliefs, an insider told the publication, emphasizing the significance of companies thoroughly screening their campaigns and keeping historical contexts in mind.
Hadid voiced her disapproval of Adidas’s reference to the 1972 Olympics without addressing its tragic history.
Israel also expressed criticism, denouncing the commercial and Hadid’s participation in light of her Palestinian ancestry. Adidas changed the rest of the campaign as a result of the issue. The brand reaffirmed its commitment to equality and diversity in its statement.
With the subtitle, “Giving Bella Hadid her flowers in the SL72,” the now-pulled advertisement for the SL72 trainers featured Hadid clutching a bouquet of flowers against a crimson background.
“These connections are not meant and we apologize for any upset or distress caused to communities around the world,” they further added. For the unversed, The Munich Olympics are remembered for a tragic incident where 11 Israeli athletes were kidnapped and killed by the Palestinian terrorist group “Black September.”
The criticism directed at Hadid was deemed troublesome by journalist Mehdi Hasan, who characterised it as “straight-up anti-Palestinian racism and bigotry.”
He pointed out that Bella’s ethnicity was the basis for the acts of a group of people from decades before, and that this was an obvious case of racial discrimination.
Many others who denounced the most recent campaign against Hadid as a manifestation of cancel culture based on racial prejudice shared the same opinion.
It is unknown if Hadid would take Adidas to court while the company manages the consequences.
The brand apologized to “Bella Hadid, A$AP Nast, Jules Koundé, and others, for any negative impact on them,” emphasizing that they “are revising the campaign” and that the error was wholly inadvertent.
What controversy surrounds Adidas’ Munich campaign?
The footwear brand found itself in hot water when supermodel Bella Hadid was included in their most recent commercial for retro-styled sneakers, drawing criticism from Jewish organizations and Israel.
Hadid, who is of Palestinian descent and has been a vocal supporter of aid initiatives for the Palestinian people, was later fired by Adidas. In a statement provided to CNN on Friday, an Adidas representative said, “We are aware that connections have been made to tragic historical events – though these are completely unintentional – and we apologize for any upset or distress caused.”
The international brand further pledged to update the ad and reaffirm its conviction that sport can serve as a unifying factor. The corporation stated that it “will continue our efforts to champion diversity and equality in everything we do.”
Adidas is trying to contain the damage
Pro-Palestinian organizations retaliated against the firm once it removed all Bella Hadid advertisements. These organizations claimed that the company was retaliating against Hadid because of her ancestry and used silencing tactics against speakers of Palestinian descent.
According to sources, Bella Hadid has hired a lawyer to take legal action against the German company.
She voiced her displeasure with the business for running a harmful marketing effort and refusing to take responsibility.
Hadid has always stood up for her ancestry. Her father is the Palestinian-American real estate mogul Mohamed Hadid. She has stated in public multiple times about the atrocities that Palestinians endure and the ongoing battle in Gaza.
In October of last year, she said, “My heart is bleeding with pain from the trauma I am seeing unfold, as well as the generational trauma of my Palestinian blood.” She continued, “I grieve for the Israeli families who have been coping with the suffering and fallout from October 7.”
(Tashia Bernardus)