ADIDAS ISSUES APOLOGY TO BELLA HADID OVER CONTROVERSIAL OLYMPIC AD CAMPAIGN

Global sportswear brand Adidas has issued an apology to its partners, including Palestinian-American supermodel Bella Hadid, following her threat of legal action over an ad campaign inspired by the 1972 Munich Olympics.

“Connections continue to be made to the terrible tragedy that occurred at the Munich Olympics due to our recent SL72 campaign. These connections are not meant and we apologise for any upset or distress caused to communities around the world,” an Adidas representative told TMZ in a statement on Sunday.

ADIDAS CRITICISED FOR REVISING BELLA HADID CAMPAIGN AMID MUNICH OLYMPICS CONTROVERSY

Unintentional Mistake Acknowledged

Adidas extended their apology to all partners affected by the campaign, stating, “We made an unintentional mistake. We also apologise to our partners, Bella Hadid, A$AP Nast, Jules Koundé, and others, for any negative impact on them and we are revising the campaign,” said the German-based brand.

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Legal Action and Historical Sensitivity

Hadid hired legal counsel to address what she saw as Adidas’ failure to publicly account for a campaign potentially linked to the violent events of the 1972 Olympics, according to US Weekly. An insider emphasized the importance of corporations vetting their campaigns thoroughly and considering historical contexts, noting, “Violence is inconsistent with Bella’s views,” according to Images News. While Hadid did not oppose the campaign’s removal, she was displeased with Adidas’ reference to the 1972 Olympics without acknowledging its tragic history.

Criticism from Israel and Commitment to Diversity

The campaign also faced criticism from Israel, which condemned both the campaign and Hadid’s involvement due to her Palestinian heritage. This controversy led Adidas to revise the rest of the campaign and reaffirm their commitment to diversity and equality in their statement.