Adidas Drops Bella Hadid Over Pro-Palestine Views Amid Backlash

Published 5 months ago on Jul 19, 2024

Adidas Drops Bella Hadid from Campaign Amid Controversy Over Pro-Palestine Views.

In a significant development that has sparked widespread discussion, global sportswear giant Adidas has made the decision to dropp model Bella Hadid from their advertising campaign for retro sneakers. These sneakers, the SL72, were initially designed for the 1972 Munich Olympics, an event tragically overshadowed by the massacre of Israeli athletes. The move comes in response to an outcry over Hadid's pro-Palestine views.

Historical Context and Campaign Details

The SL72 sneakers, which Adidas recently relaunched as part of a series reviving classic trainers, hold a unique place in sports history. They were first showcased at the 1972 Munich Olympics, a significant event that saw the tragic death of eleven Israeli athletes and a German police officer. These individuals were killed after Palestinian Black September group gunmen broke into the Olympic village and took them hostage.

Bella Hadid, an American model with Palestinian roots, has been an outspoken advocate for Palestinian rights, especially since the recent conflict in Gaza erupted. This advocacy, however, has not been without controversy. Her involvement in the Adidas campaign promoting the SL72 shoes drew significant backlash from various pro-Israeli groups and individuals.

Adidas' Response

In light of the controversy, Adidas announced that it would be "revising the remainder of the campaign" with immediate effect. The company did not specify the exact changes but emphasized their awareness of the unintended connections to the tragic historical events of the 1972 Munich Olympics. "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 company stated.

A spokesperson confirmed that Bella Hadid, 27, had been removed from the campaign. The campaign had initially noted that the shoes were first introduced in 1972, but had not mentioned the terrorist attack on the Israeli athletes. "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," the spokesperson added.

Public and Political Reactions

The decision to include Hadid in the campaign initially sparked significant backlash. The Israeli embassy in Germany took to social media, questioning the appropriateness of using Hadid, given her outspoken views. "Guess who the face of the campaign is? Bella Hadid, a model with Palestinian roots who has spread anti-Semitism in the past and incited violence against Israelis and Jews," the embassy wrote on X, formerly known as Twitter.

Ron Prosor, Israel's ambassador to Germany, also criticized the company's original decision, stating, "The terror of 1972 is etched into the collective memory of Germans and Israelis." The American Jewish Committee echoed similar sentiments, calling the decision to use Hadid an "egregious error."

"For Adidas to pick a vocal anti-Israel model to recall this dark Olympics is either a massive oversight or intentionally inflammatory," the committee wrote on social media. "Neither is acceptable."

Continued Campaign Without Hadid

Despite the removal of Hadid, Adidas will continue the SL72 campaign with other models and celebrities. Promotional images featuring French footballer Jules Koundé, US rapper A$AP Nast, and Chinese model Sabrina Lan remain online, while those showing Hadid have been removed.

Hadid's Activism and Controversy

Bella Hadid has been a prominent figure in pro-Palestinian demonstrations, particularly during the recent conflict. She has described Israel's offensive in Gaza as a "genocide," a term that has garnered significant backlash. The Israeli government previously criticized Hadid for allegedly chanting the controversial slogan "From the river to the Sea - Palestine will be free," a phrase that some interpret as a call for the elimination of Israel.

In 2021, Hadid, her sister Gigi Hadid, and singer Dua Lipa were described as anti-Semitic in an advertisement published in The New York Times by the World Values Network, a Jewish group. This incident further fueled the controversy surrounding Hadid's outspoken views on the Israeli-Palestinian conflict.

Broader Context of the Conflict

The recent Gaza war, which began with an October 7 attack by Palestinian Hamas gunmen on southern Israel, resulted in the deaths of 1,195 people, mostly civilians, according to an AFP tally based on Israeli figures. Approximately 240 people were also taken back into the Gaza Strip as hostages during the assault. Israel's military retaliation aimed at wiping out Hamas has led to the deaths of at least 38,848 people, mostly civilians, according to data from the health ministry in Hamas-ruled Gaza.

This prolonged conflict has drawn widespread criticism from Israel's allies and has sparked large demonstrations worldwide, with protestors calling for a ceasefire.

Adidas' decision to dropp Bella Hadid from their SL72 sneaker campaign highlights the complexities and sensitivities involved in navigating historical contexts, public figures' personal views, and brand image. As the company moves forward with other models, it remains to be seen how this controversy will impact their brand and future campaigns.

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