German sports brand Adidas has come under criticism from Israeli and Jewish groups since Thursday following its decision to cast the pro-Palestinian model Bella Hadid in a campaign to launch the SL72 sneaker model.
The shoes were first launched for the 1972 Munich Olympics, during which 11 Israeli athletes were murdered in a massacre carried out in September of that year by the "Black September" terrorist group.
A report was later published on the UK-based news outlet Jewish News on Thursday, where an Adidas spokesperson said, "We are conscious that connections have been made to tragic historical events – though these are completely unintentional – and apologize 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 brand later deleted Hadid's photo from Adidas' Instagram account, with Adidas representatives telling the AFP news agency on Saturday that Hadid's image had been removed from the campaign.
Hadid, the daughter of Palestinian real estate mogul Mohamed Hadid and Dutch model Yolanda Hadid, is known for her pro-Palestinian views. Following the October 7 massacre, she posted fake news on social media about the Israel-Hamas war with anti-Israel statements.
Online users quickly called for a boycott of Adidas on social following the campaign starring Hadid, citing the company's Nazi past. Adidas founders, brothers Adolf and Rudolf Dassler were members of the Nazi party and produced ammunition in their shoe factory during World War II.
According to the Jewish News, Shlomit Romano, the daughter of Olympic weightlifter Josef Romano who was murdered in the Munich Olympic Games, contacted Adidas customer service. "While I understand the desire to tap into nostalgia and iconic designs, the choice of this particular year carries significant historical weight that seems to have been overlooked," she wrote.
"The 1972 Olympic Games in Munich are infamously remembered for the tragic attack carried out by the Palestinian organization, Black September, which resulted in the murder of 11 Israeli athletes. This event is a somber chapter in Olympic history and a painful memory for many around the world, particularly the families and friends of the victims, as well as the broader Jewish community."
Romano added the choice of 1972 as the focus for Adidas' campaign, without acknowledging the tragedy, was in her view, "Insensitive and distressing. Furthermore, Bella Hadid’s public stance on certain political issues adds another layer of complexity, which can be seen as controversial given the historical context of 1972.”
“I believe that companies like Adidas, which have a global influence, bear a responsibility to be mindful of historical contexts and the potential implications of their marketing decisions. I urge you to reconsider the campaign and find a more appropriate way to honor the legacy of your brand without inadvertently causing pain or controversy,” she told the outlet.