Following a wave of backlash from pro-Israel groups over an Adidas campaign featuring Bella Hadid, the model has publicly addressed the controversy.
The campaign, which included Hadid wearing Adidas’ SL72 sneakers inspired by the 1972 Munich Olympics, sparked criticism for failing to acknowledge the 11 Israeli athletes killed by the Palestinian group Black September during that event.
This oversight led to significant uproar, prompting Hadid to issue a detailed statement.
In her Instagram story, Hadid clarified her position and response to the situation. She expressed deep regret, emphasizing that she would never intentionally engage in work connected to any tragic event.
“I want to make sure you’re hearing directly from me about my recent campaign with Adidas,” Hadid wrote. “I would never knowingly engage with any art or work that is linked to a horrific tragedy of any kind.”
She revealed that she was unaware of the campaign’s historical context before its release and was deeply shocked and upset by the association.
Hadid took responsibility for the situation, stating that both her team and Adidas should have been more aware of the historical implications.
“My team should have known, Adidas should have known, and I should have done more research so that I too would have known and understood, and spoken up,” she acknowledged.
She also reaffirmed her stance against all forms of hate, including antisemitism, asserting that her commitment to these principles remains steadfast.
The model also voiced her disapproval of the campaign’s association with terrorism, clarifying that “Palestine is not synonymous with terrorism.”
Hadid criticized the campaign for inadvertently highlighting an event that does not represent her or the Palestinian community. “I am a proud Palestinian woman, and there is so much more to our culture than the things that have been equated over the past week,” she stated.
Hadid further affirmed her dedication to peace and advocacy for a world free from antisemitism. “I will forever stand by my people of Palestine while continuing to advocate for a world free of antisemitism,” she continued.
“Antisemitism has no place in the liberation of the Palestinian people. I will always stand for peace over violence, any day. Hate has no place here, and I will forever advocate for my people and everyone worldwide.”
The controversy had also prompted a response from Adidas. The American Jewish Committee criticized the campaign as either a “massive oversight or intentionally inflammatory,” calling for a revision of the campaign and an apology from the company.
In response, Adidas pulled the photos from the campaign and issued an apology, acknowledging the unintentional connection to tragic historical events.
The brand apologized for any distress caused and promised to revise the remainder of the campaign.
Additionally, Adidas expressed regret to Hadid and other partners for any negative impact the controversy might have had on their careers, emphasizing that the mistake was unintentional.
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