Sportswear giant Adidas has issued a formal apology to Palestinian-American model Bella Hadid and other partners following criticism of a recent ad campaign inspired by the 1972 Munich Olympics. The campaign faced backlash for its perceived insensitivity due to the tragic Munich massacre that occurred during those games.
The ad campaign, which featured Hadid, was condemned by pro-Israel groups for its “insensitive links” to the historical tragedy. In response, Adidas released a statement acknowledging the “unintentional mistake” and expressing regret for any distress caused. “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 apologize for any upset or distress caused to communities around the world,” the statement read.
Bella Hadid, who reportedly retained legal counsel to address the issue, had expressed dissatisfaction with the campaign’s handling of the 1972 Olympics’ tragic history. An insider noted that Hadid’s stance against violence made the campaign’s lack of context particularly troubling. While she did not object to the removal of the campaign, she was concerned that Adidas failed to address the historical context adequately.
The incident underscores the importance of sensitivity in marketing, particularly when referencing significant historical events. In light of the controversy, Adidas has revised the remainder of the SL72 campaign and reaffirmed its commitment to diversity and equality.
The problematic ad featured Hadid holding a bouquet of flowers against a red backdrop, with the caption, “Giving Bella Hadid her flowers in the SL 72.” The company’s swift response and revision of the campaign reflect an effort to address the backlash and mitigate any negative impact on its partners.
