In a move that has stirred controversy in the fashion and sports worlds, Adidas has found itself at the centre of a heated debate over its choice of model for a recent sneaker campaign.
The sportswear giant’s decision to feature Palestinian-American supermodel Bella Hadid in advertisements for its relaunched 1972 Munich Olympics sneaker has led to widespread criticism and a subsequent apology from the company.
The Controversial Campaign
Adidas chose Hadid as the face of its SL72 campaign, marking the 52nd anniversary of the Munich Olympics by reintroducing its iconic sneaker from the 1970s.
The campaign showcased Hadid in Adidas attire, holding flowers, and highlighting the sneakers.
However, the seemingly innocuous marketing strategy quickly became a lightning rod for criticism due to its historical context.
A Dark Chapter in Olympic History
The 1972 Munich Olympics were tragically marred by a terrorist attack that resulted in the deaths of 11 Israeli athletes and one German police officer at the hands of a Palestinian militant group.
This event remains one of the darkest chapters in Olympic history and continues to be a sensitive topic in discussions surrounding the Israeli-Palestinian conflict.
Bella Hadid: A Vocal Advocate for Palestine
Adding fuel to the controversy is Hadid’s own background and public stance.
The 27-year-old supermodel, whose father is Palestinian, openly identifies as “a proud Palestinian” and actively uses her platform to advocate for Palestinians affected by the ongoing conflict.
Her position on this issue has made her a polarising figure in some circles, despite her recognition by Time magazine as one of the 100 most influential people in the world last year.
The Backlash and Adidas’ Response
The campaign quickly drew criticism from various quarters, with the American Jewish Committee (AJC) urging Adidas to address what they termed an “egregious error.”
The AJC highlighted the insensitivity of choosing a “vocal anti-Israel model” to recall the dark events of the 1972 Olympics.
In response to the growing controversy, Adidas issued an apology, stating, “We are conscious that connections have been made to tragic historical events — though these are completely unintentional — and we apologise for any upset or distress caused.”
The company also committed to revising the remainder of the campaign and reaffirmed its belief in sport as a unifying force.
Damage Control and Moving Forward
Following the apology, Adidas took swift action by removing all tweets featuring Hadid from its Adidas Originals’ social media accounts.
However, as of the time of reporting, Hadid continued to be featured on Adidas’ website, indicating that the company’s damage control efforts were still in progress.
The Broader Implications
This incident raises important questions about the intersection of marketing, history, and social responsibility.
It highlights the challenges companies face when navigating sensitive historical and political issues in their advertising campaigns.
Furthermore, it underscores the power of social media in amplifying controversies and forcing rapid responses from global brands.
As Adidas works to address this situation, the incident serves as a reminder of the importance of thorough consideration and cultural sensitivity in marketing strategies.
It also demonstrates the ongoing impact of historical events on contemporary discourse and the complex dynamics of celebrity endorsements in an increasingly interconnected and politically aware world.
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