Adidas has issued an apology following backlash from the pro-Israel American Jewish Committee (AJC) over its decision to use Bella Hadid, a model of Palestinian descent, in a campaign promoting a retro sneaker that references the 1972 Munich Olympics. The 1972 Games are infamously known for the tragic killing of 11 Israeli athletes by the Palestinian militant group Black September.
Campaign Details and Controversy
Adidas selected Hadid for its SL72 campaign, celebrating the 52nd anniversary of the Munich Olympics. The association with Hadid, who has been vocally critical of Israel, sparked controversy. The AJC condemned the decision, calling it either a massive oversight or intentionally inflammatory. Adidas has since apologized for any distress caused and announced revisions to the campaign.
Public Response and Corporate Responsibility
The incident highlights the sensitivity required in corporate marketing, especially concerning historical events with significant emotional impact. Adidas’s swift response aims to address the backlash and re-align its campaign strategy.
