Bella Hadid addresses Adidas ad controversy

US model says she was unaware of historical connections to the 1972 Munich Olympics

In a whirlwind of controversy and heartfelt apologies, Palestinian American model Bella Hadid has responded to the backlash over an Adidas campaign tied to the 1972 Munich Olympics, where an attack by the Palestinian group Black September killed 11 Israeli athletes and a German police officer.

Hadid, who has openly championed Palestinian causes and contributed to Gaza relief efforts, expressed her deep disappointment over the campaign in an emotional Instagram story. “I am shocked, I am upset, and I am disappointed in the lack of sensitivity that went into this campaign,” she declared. Her response comes after Adidas admitted to a blunder, acknowledging that the campaign’s historical references were not intended and vowing to revise it.

The Adidas ad, launched earlier this month, showcased Hadid holding a floral bouquet while promoting the relaunch of the SL72 trainers. The connection to the Munich Olympics, where the attack by Black September occurred the same year the trainers first debuted, was neither deliberate nor discussed with Hadid beforehand. “I would never knowingly engage with any art or work that is linked to a horrific tragedy of any kind,” Hadid insisted.

“In advance of the campaign release, I had no knowledge of the historical connection to the atrocious events in 1972,” she explained, emphasising her commitment to peace and understanding. Her statement was a call for accountability, urging all parties involved—including her own team and Adidas—to ensure thorough research and awareness in future projects.

Hadid continued: “While everyone’s 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 waver, and I stand by that statement to the fullest extent.”

Reaffirming her devotion to the Palestinian cause, she said, “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.”

The campaign’s fallout has been swift, with Adidas swiftly pulling the campaign and issuing a public apology. “We made an unintentional mistake,” the German brand stated, “and we are revising the campaign to address any upset or distress caused.” The apology was part of a larger response to the criticism that had emerged, including calls from some social media users for a boycott of the brand.