Adidas has issued an apology to Bella Hadid and other models involved in its Munich Olympics-themed ad campaign following backlash. The campaign, which featured Hadid, A$AP Nast, and Jules Koundé, among others, faced criticism for its unintended connections to the tragic events of the 1972 Munich Olympics, where 11 Israeli athletes and one German police officer were killed by a Palestinian militant group.
In a statement released on Sunday, Adidas acknowledged the controversy, stating, “Connections continue to be made to the terrible tragedy that occurred at the Munich Olympics due to our recent SL72 campaign. These connections are not meant and we apologize for any upset or distress caused to communities around the world.” The company emphasized that the campaign made an "unintentional mistake" and expressed regret for any negative impact on the models involved.
Adidas first apologized last Thursday and announced plans to revise the campaign. “We are conscious that connections have been made to tragic historical events — though these are completely unintentional — and we apologize for any upset or distress caused,” the brand said. “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.”
Hadid, who is pro-Palestine, reportedly hired attorneys to address the issue. A source told Us Weekly that she sought legal counsel due to Adidas's lack of public accountability, stating, “Violence is not consistent with Bella’s views.” The insider added that Hadid was upset with the brand for not acknowledging the historical context beforehand.
In the campaign, Hadid wore vintage sportswear and SL 72 shoes. Despite the controversy, she has not publicly addressed the issue or her partnership with Adidas.
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