Adidas has apologized and told the Jewish News it is “revising the remainder” of its promotional campaign for a sport shoe inspired by those worn by athletes at the Munich Olympics in 1972. The company has faced intense criticism for the re-issue of the SL 72 OG shoe, with Palestinian model Bella Hadid, a passionate supporter of the pro-Palestinian movement, the public face of the campaign.
Members of the global Jewish community have taken to social media to express their distress at the perceived insensitivity of the move, urging consumers to boycott the brand.
In the early hours of September 5, 1972, eight Palestinian terrorists, part of the Black September group, an offshoot of the Fatah movement, forced their way into the quarters of the Israeli Olympic team. Two athletes were murdered and another nine taken hostage were later massacred during a failed rescue attempt.
"The Adidas Originals SL72 campaign unites a broad range of partners to celebrate our lightweight running shoe, designed more than 50 years ago and worn in sport and culture around the world," an Adida spokesperson said.
“We are conscious that connections have been made to tragic historical events – though these are completely unintentional – and we 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 daughter of Olympic weightlifter Josef Romano, one of the 11 murdered at the 1972 Munich Games wrote to Adidas customer services in Germany to express her “deep disappointment” over the new campaign.
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A masked Palestinian terrorists after the abduction of Israeli athletes in Munich's Olympics village in 1972
(Photo: AP)
Shlomit Romano said: “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.
“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 adds that choosing 1972 as a focal point for their campaign without acknowledging the tragedy is, 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," Romano wrote.
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Stop Antisemitsm post on Adidas pick of Bella Hadid for its campaign
(Photo: Instagram)
The shoe has been featured in magazines such as Vogue and Dazed and Confused.
It’s not the first controversy for the global sports brand. In 2022, Adidas ended its partnership with Kanye West over antisemitic remarks.