Adidas backtracks after naming Bella Hadid the face of SL 72 re-launch ahead of Paris 2024

German apparel giant Adidas recently triggered a massive social media controversy for choosing pro-Palestine Bella Hadid to market its re-released classic SL 72 sneakers. The re-launch arrives ahead of the Paris 2024 Olympic and Paralympic Games.

The retro 1972 Olympic sneakers have connections to the year a Palestinian terrorist group killed 11 Israeli athletes and coaches at the Games. Hadid and her sister Gigi are both half-Palestinian on their father’s side.

The Israel-Hamas fighting has been raging on since October 7 as Hamas launched a surprise attack on Israeli cities, killing some 1,200 people and taking several others hostages. Israeli retaliatory strikes, on the other hand, have already claimed over 38,800 lives.

Munich Massacre in focus as SL 72 gets a re-release

The re-launch campaign of the SL 72 shoe ahead of Paris 2024 is being connected to the “Munich Massacre”. Members of the Palestinian terrorist group Black September infiltrated the Olympic village and took several Israelis hostage before they got eventually killed.

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The State of Israel’s official social media account, run by the Israel Foreign Ministry, posted: “Guess who the face of [Adidas’] campaign is? Bella Hadid, a half-Palestinian model who has a history of spreading anti-semitism and calling for violence against Israelis and Jews.”

The pro-Israel American Jewish Committee also criticised the company for the ad campaign. “For Adidas to pick a vocal anti-Israel model to recall this dark Olympics is either a massive oversight or intentionally inflammatory. Neither is acceptable.”

Adidas apologises for “unintentional” controversy

In response to the serious backlash, Adidas later apologised for the ad campaign. Spokesperson Stefan Pursche apologised “for any upset or distress caused”. But he did not say if Adidas is planning to remove Bella Hadid from the ads.

Speaking to The Washington Times, Pursche noted: “We are conscious that connections have been made to tragic historical events – though these are completely unintentional – and we apologise for any upset or distress caused.”

“As a result, we are revising the remainder of the campaign. 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 Adidas spokesperson further mentioned.

Born to a Palestinian Muslim family, Bella Hadid’s father has long been vocal about Palestinian rights. Other faces of the ad campaign include musician Melissa Bon, French soccer star Jules Koundé, rapper A$AP Nast and model Sabrina Lan.