Adidas has removed the campaign for the Adidas SL72 sneaker, presented by model Bella Hadid
Model Beautiful Hadid is at the center of a controversy after being removed from the sneaker campaign Adidas SL72. Adidas’s decision was prompted by the backlash from pro-Israel groups who objected to the campaign’s imagery, as Bella has never hidden her support for Palestinian rights.
The campaign in question promoted the Adidas SL72a replica of the shoes worn by athletes during the 1972 Munich Olympics.
The brand discontinued the campaign, citing the sensitivity of the tragic events that occurred during these Olympic Games. In 1972, the Palestinian organization “Black September” invaded the Olympic Village, resulting in the murder of two Israeli athletes and the kidnapping of nine others.
After failed negotiations and a chaotic rescue attempt, the remaining nine hostages and a German police officer were also killed.
Adidas Positioning
Last week, Adidas issued a public apology via the Adidas Originals Instagram account. In the statement, the company acknowledged its inadvertent connections to the Munich tragedy and apologized to both the public and campaign contributors, including Bella Hadid.
“Connections continue to be made to the terrible tragedy at the Munich Olympics due to our recent SL72 campaign. These connections are unintentional and we apologize for any inconvenience or suffering this has caused to communities around the world. We have made an unintentional mistake. We also apologize We apologize to our partners, Beautiful Hadid, A$ap Nast, Jules Koundé and others, for any negative impact on them and we are reviewing the campaign.”
The controversy surrounding Adidas and Bella Hadid’s campaign reveals the complexity of the intersection of fashion, politics, and historical memory. As Adidas struggles to deal with the fallout from the campaign, Bella Hadid remains steadfast in her support for Palestinian rights, using her platform to criticize the brand for its response to the incident.
Source: Terra
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