Bella Hadid vs Adidas, Mistake or Set-Up?

(Picture: Adidas)

Supermodel Bella Hadid has broken her silence regarding the controversial Adidas campaign that was pulled shortly following its release.

The campaign aimed to relaunch the classic trainer originally created for the 1972 Munich Olympics but faced criticism due to its unintended association with a tragic event that occurred during those games.

Hadid, who is of Palestinian descent, expressed shock and disappointment over the campaign's lack of sensitivity, claiming she had been unaware of the atrocity that took place at those games.

In a statement posted on Instagram, she said, “I would never knowingly engage with any art or work that is linked to a horrific tragedy of any kind.”

What's the issue with the campaign?

On September 5, 1972, during the Munich Olympics, eight members of the Palestinian militant group Black September infiltrated the Olympic village. They killed two Israeli athletes and took nine others hostage, demanding the release of 234 Palestinian prisoners from Israeli jails.

A failed rescue attempt by German police resulted in the deaths of all nine hostages, five Black September members, and one German police officer. This event, known as the Munich Massacre, cast a dark shadow over the games and remains a sensitive topic to this day.

Given the ongoing conflict between Israel and Hamas, referencing a related event was a poor decision. Adidas should have been more cautious, especially after Zara had already created its own cautionary tale at the end of 2023.

The fast fashion giant’s campaign, featuring unfinished mannequins wrapped in sheets, drew disapproval for evoking images of the destruction in Gaza.

Why did Bella Hadid Receive Backlash?

Beyond the reference to the 1972 Olympics, critics appear more upset with Adidas for choosing Bella Hadid as an ambassador.

The model has been outspoken in her support for the Palestinian cause and has condemned Israel's violent actions against Palestinian civilians following the October 7th attack.

Amidst the tension and divided opinions on the topic, many celebrities have trodden lightly, preferring to stay silent. Not Bella Hadid, though; the top model has maintained a firm stance, declaring, "I’m not afraid to lose modelling jobs, and I will continue to speak up on Palestine."

 

 

 

 

 

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Hadid was set to feature in the campaign alongside other celebrities and athletes. Adidas unveiled the campaign on July 15 with images of Hadid wearing the SL 72 trainers while holding flowers.

The image appeared across Adidas platforms and even on a Times Square billboard. While the Munich games were not directly mentioned, people quickly connected the dots, leading to swift backlash against both Adidas and Hadid.

The official State of Israel account posted on X regarding the campaign: “Guess who the face of their campaign is? Bella Hadid, a half-Palestinian model who has a history of spreading antisemitism and calling for violence against Israelis and Jews.”

Hadid’s presence in this campaign further inflamed negative sentiments among those who say she pushes anti semitic ideas, and critics claim she knew exactly what she was doing.

The American Jewish Committee criticized Adidas for using "a vocal anti-Israel model" for the campaign, calling it "either a massive oversight or intentionally inflammatory."

Hadid’s supporters place the blame squarely on Adidas, accusing the company of racism for linking her, as a person with Palestinian heritage, to terrorism without her knowledge. Following the controversy, the hashtag #BoycottAdidas began circulating on social media.

Hadid was born in 1994, so it is feasible that she may not have been familiar with the tragedy, which tends to be more widely known among older generations.

How did the Parties Involved Respond?

Nonetheless, she admitted that both her team and Adidas should have been more diligent in their research. She also acknowledged her responsibility to better understand the context before participating.

In an effort to rectify its position, Adidas has removed Hadid from the campaign, the remainder of which they say will be revised.

The German sportswear giant stated, “We are conscious that connections have been made to tragic historical events—though these are completely unintentional—and we apologize for any distress or upset caused.”

This isn’t the first time Adidas has faced issues of this calibre. In addition to its involvement with the Nazi party during World War II (which other German brands like Hugo Boss also had), Adidas had to confront the infamous debacle stemming from its partnership with Kanye West.

After cutting ties with West, Adidas pledged to donate $150 million from the sales of Yeezy shoes to various groups fighting antisemitism.

What Comes Next?

As the situation continues to unfold, it remains to be seen how this controversy will impact Hadid's relationship with Adidas and her future involvement in similar campaigns. According to TMZ, she has supposedly hired a legal team to sue Adidas, but this has not yet been confirmed.

So, why did this happen? Was it a setup, or just a careless oversight?

The addition of Bella Hadid to the campaign and the choice of bringing back a shoe intrinsically linked to such an emotional event are hard to overlook as mere oversights.

This incident serves as a reminder of the importance of cultural sensitivity and thorough research in the world of fashion and advertising, especially when dealing with topics related to complex historical and political issues.