Adidas is "revising" a promotional campaign for a trainer featuring Bella Hadid after criticism from Jewish groups.
Hadid is one of many famous faces featured in the campaign for SL72, which was first launched during the Munich Olympics in 1972. The campaign was meant to promote new models and colourways of the SL72 ahead of the Paris Olympics.
However, Hadid's inclusion sparked a backlash among Jewish groups online, with many linking her vocal support of Palestine to the 1972 Munich massacre.
At the Munich Olympics, 11 Israeli team members, including athletes, coaches and judges, were taken hostage by Palestinian militants who infiltrated the Olympic Village. All the captives, as well as five militants and a German police officer, died in the ensuing shootout.
"For adidas to pick a vocal anti-Israel model to recall this dark Olympics is either a massive oversight or intentionally inflammatory," the American Jewish Committee posted on X. "Neither is acceptable. We call on adidas to address this egregious error."
Hadid, whose father Mohamed Hadid is from Palestine, has long been vocal about her support for her father’s homeland. Last month, she and her sister Gigi Hadid, donated $1 million to support Palestinian relief efforts in the ongoing Israel-Gaza war.
Following the backlash, adidas swiftly issued an apology and removed all photos in the SL72 campaign featuring Hadid from its social media accounts. However, as of Friday, photos of Hadid are still on display on the brand's website.
"We are conscious that connections have been made to tragic historical events, though these are completely unintentional, and we apologise for any upset or distress caused,” an adidas statement read.
"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.”
Hadid is yet to comment.
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