Adidas issues public apology to Bella Hadid regarding Olympic campaign controversy

(MENAFN) Global sportswear giant Adidas issued a public apology on Sunday following backlash over its recent SL72 ad campaign, which drew criticism for its connections to the 1972 Munich Olympics tragedy. The campaign, which inadvertently evoked the tragic events of the Munich Olympics, led to significant distress among various communities. An Adidas representative told a news agency that the company did not intend any such associations and expressed regret for any upset caused.

Adidas extended its apologies to its partners, including Palestinian-American supermodel Bella Hadid, who had threatened legal action over the campaign. Hadid, along with other collaborators like AUSDAP Nast and Jules Koundé, was reportedly distressed by the ad’s references. The company acknowledged that its campaign mistake had unintended negative impacts on its partners' careers and committed to revising the campaign.

Hadid, who engaged legal counsel, was particularly concerned about the campaign’s association with the Munich tragedy. An insider noted that for corporations, it is crucial to thoroughly vet their campaigns, especially when dealing with sensitive historical contexts. The insider pointed out that violence and tragedy are fundamentally at odds with Hadid’s personal views, emphasizing that while Hadid did not call for the campaign’s removal, she was disappointed by the lack of acknowledgment of the tragic historical context.

The campaign also faced criticism from Israel, which condemned both the ad and Hadid’s involvement due to her Palestinian heritage. In response to the backlash and the diverse criticisms, Adidas announced plans to revise the campaign and reiterated its commitment to promoting diversity and equality. The company’s statement reflected an understanding of the campaign’s broader implications and a commitment to addressing the concerns raised.

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