Adidas apologises to Bella Hadid after she threatens legal action over Olympic campaign controversy

Adidas has issued a second apology, this time to Bella Hadid and other partners after the model threatened legal action over an ad campaign inspired by the 1972 Munich Olympics, which was linked to the Munich Massacre.

In a statement to TMZ on Sunday, Adidas representatives said, “Connections continue to be made to the terrible tragedy that occurred at the Munich Olympics due to our recent SL72 campaign. These connections are not meant and we apologise for any upset or distress caused to communities around the world.”

The brand extended this apology to its partners, including Hadid, for any negative impact the controversy has had on their careers. “We made an unintentional mistake. We also apologise to our partners, Bella Hadid, A$AP Nast, Jules Koundé, and others, for any negative impact on them and we are revising the campaign.”

According to Us Weekly, Hadid had retained legal counsel to address what she described as a lack of public accountability by Adidas for launching a campaign that could be linked to the violent events of the 1972 Olympics.

An insider shared with the outlet the importance of corporations properly vetting their campaigns and being mindful of historical contexts, stating, “Violence is inconsistent with Bella’s views.” While Hadid did not oppose the removal of the campaign, she expressed dissatisfaction with Adidas’s reference to the 1972 Olympics without acknowledging its tragic history.

Criticism also emerged from Israel, which condemned both the campaign and Hadid’s involvement, given her Palestinian heritage. The controversy led Adidas to revise the remainder of the campaign. In their statement, the company reiterated their commitment to diversity and equality.

The now-pulled ad for the SL72 trainers depicted Hadid holding a bouquet of flowers against a red backdrop with the caption, “Giving Bella Hadid her flowers in the SL 72.”

Journalist Mehdi Hasan pointed out the problematic nature of the criticism against Hadid, labelling it as “straight-up anti-Palestinian racism and bigotry.” He noted that blaming Bella for the actions of a group of people from decades ago based on her ethnicity was a clear example of racial prejudice.

The sentiment was echoed by many others who are condemning this latest campaign against Hadid as a form of cancel culture rooted in ethnic discrimination.

As Adidas navigates the fallout, whether Hadid will pursue take legal action against the brand has yet to be announced.