Adidas has issued a second apology following backlash over its campaign featuring model Bella Hadid in honor of the 52nd anniversary of the Munich Olympics, marred by the tragic capture and killing of Israeli athletes by Palestinian militants.
The apology was posted on Adidas Originals’ Instagram Stories on Sunday, July 21, and remains highlighted on the brand’s page. Addressing the controversy directly to Hadid, 27, the statement expressed regret over unintended associations made with the Munich Olympics tragedy.
“Connections continue to be made to the terrible tragedy that occurred at the Munich Olympics due to our recent SL72 campaign,” the statement acknowledged. “These connections are not intended and we apologize for any upset or distress caused to communities around the world. We made an unintentional mistake.”
The statement further extended apologies to their campaign partners, including Bella Hadid, A$AP Nast, Jules Koundé, and others, expressing regret for any negative impact caused and announcing plans to revise the campaign.
Last week, Adidas launched a campaign to reintroduce their SL72 sneaker, originally debuted in 1972, the same year as the Munich Olympics. Hadid featured prominently in the advertisements wearing the SL72 sneakers and a white Adidas outfit while holding flowers.
The choice of Hadid sparked immediate criticism due to her Palestinian heritage and outspoken support for Palestine. The 1972 Munich Olympics are remembered for the tragic events where members of the Israeli team were attacked and taken hostage by Palestinian terrorists from the militant group “Black September.” The ordeal resulted in the deaths of eleven Israeli athletes and one German police officer.
The American Jewish Committee was among the prominent voices condemning Adidas’ campaign choice, labeling it as an “egregious error.” They criticized the brand for selecting a model known for her anti-Israel stance to represent a campaign tied to such a sensitive historical event.
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In response to mounting pressure, Adidas swiftly removed all campaign images featuring Bella Hadid from its social media platforms and issued an apology, acknowledging the inadvertent but significant historical associations made.
“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,” Adidas stated in a release shared with USA TODAY Sports on July 18. “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.”
Neither Adidas nor representatives for Bella Hadid immediately responded to PEOPLE’s request for comment regarding the controversy.
The incident underscores the delicate balance that brands must navigate when aligning campaigns with historical events, particularly those marked by tragedy and geopolitical tensions. As Adidas moves forward with its revised approach, the focus remains on reconciling community sensitivities while upholding principles of diversity and inclusivity in its global marketing endeavors.
