By Earlier this month, Adidas launched a campaign featuring Bella Hadid as one of the faces of the Adidas SL72 sneaker, including a digital billboard in New York City. However, the campaign was quickly removed from social media due to the sneakers’ association with the 1972 Munich Olympics, where 11 Israeli athletes and coaches were tragically killed by a Palestinian militant group.
The connection between the SL72 silhouette and the Munich massacre led to backlash, particularly because Hadid, who is of Palestinian heritage, has been an outspoken advocate for Gaza. Adidas removed social media posts featuring Hadid, although posters of her remained in some locations.
Adidas issued an apology on July 19, acknowledging the unintended connections to the tragic events and expressing regret for any distress caused. They announced plans to revise the campaign. Rumors circulated that Hadid had hired a legal team to address the situation, but these remain unconfirmed.
On July 21, Adidas publicly apologized to Hadid and other spokesmodels, including A$AP Nast and Jules Koundé, for any negative impact on them and reiterated their commitment to revising the campaign. Teen Vogue has reached out to Adidas and Hadid’s representatives for further comments.
