Adidas recently faced criticism and backlash for their advertising campaign featuring Bella Hadid. The campaign showcased Bella as the face of a retro sneaker inspired by the 1972 Munich Olympics, infamous for the tragic murder of 11 members of Israel’s Olympic team by Palestinian terrorists.
Bella Hadid, a Palestinian-American model, has been known for her criticism of Israel, particularly during the conflict in Gaza. Her involvement in a shoe commemorating the Munich massacre sparked outrage among some individuals, most notably the American Jewish Committee. The AJC condemned Adidas for choosing a model with anti-Israel views to represent such a sensitive and tragic event in history.
In response to the criticism, Adidas issued an apology on social media, acknowledging the unintended connection to a tragic historical event. The company expressed regret for any upset or distress caused and announced plans to revise the remainder of the campaign. However, the damage had already been done, and the public was quick to point out Adidas’ insensitive choice in selecting Bella Hadid for the campaign.
Adidas, being a German corporation, has a dark history of having Nazi ties within their ranks. While this may be considered ancient history to some, the connection to a campaign referencing a tragic event like the Munich Olympics only adds fuel to the fire. The decision to involve Bella Hadid in the campaign, given her controversial views on the Israeli-Palestinian conflict, further emphasized the insensitivity of Adidas’ marketing strategy.
Adidas’ attempt to draw on nostalgia for the 1972 Munich Olympics backfired, resulting in accusations of insensitivity and poor judgment. The company’s apology, while necessary, may not be enough to repair the damage caused by the ill-conceived campaign. Moving forward, Adidas will need to carefully consider the implications of their marketing decisions and strive to avoid similar controversies in the future.