Adidas faced criticism from Israel for featuring Bella Hadid in a campaign linked to the 1972 Munich Olympics.
The campaign drew attention due to Hadid’s public stance on Palestine and her history of comments that Israel views as anti-Semitic and incendiary. The choice was particularly controversial because the 1972 Munich Olympics were marred by the tragic killing of 11 Israeli athletes by Palestinian terrorists.
The sports apparel giant launched a shoe originally released in 1972, coinciding with the Munich Games. This connection amplified sensitivities due to the historical context of violence at these games. Israel’s Ministry of Foreign Affairs publicly criticized the campaign on X.com (formerly Twitter), questioning Adidas’s decision to use Hadid as the face of the campaign due to her Palestinian heritage and alleged anti-Semitic rhetoric.
Further controversy arose from the design of the shoe advertisement. The ad featured Hadid in sportswear, holding flowers while showcasing shoes with a colour scheme that included deep red, which critics suggested could evoke the bloodshed of the Munich massacre. Additionally, Tammy Rahamimoff-Honig, Deputy Head of the Ministry, criticized the positioning of the shoes in the advertisement, suggesting that the layout might subtly reference symbols used by Hamas to mark Israeli targets.
The backlash highlights the complexities and sensitivities involved when global brands engage in politically charged regions or historical events, particularly when endorsers have publicly taken a stance on related issues.
