Bella Hadid, the renowned American-Palestinian supermodel, is reportedly suing Adidas following her removal from the sportswear brand’s SL72 Munich Olympics shoe campaign. This campaign, which aimed to celebrate the 52nd anniversary of the SL72 sneaker that debuted during the 1972 Munich Olympics, has been mired in controversy due to its perceived insensitivity and Hadid’s outspoken activism for Palestinian causes.
Adidas launched the campaign to commemorate the iconic SL72 sneakers, originally worn by athletes at the 1972 Munich Olympics. However, the campaign quickly drew criticism for featuring Bella Hadid, who is a prominent supporter of Palestinian rights and has been critical of Israel. The 1972 Munich Olympics are tragically remembered for the massacre where Palestinian militants killed 11 Israeli athletes and coaches.
The campaign faced immediate backlash from pro-Israel groups and individuals who argued that Hadid's inclusion was highly inappropriate. Critics highlighted her vocal criticism of Israel and support for Palestinian activism, which they felt was disrespectful in the context of commemorating an event associated with the loss of Israeli lives. The State of Israel's official X (formerly Twitter) account and the American Jewish Committee were among those condemning the campaign, calling it a significant oversight or a provocative act
In response to the uproar, Adidas apologized and announced that it would revise the campaign. The company stated that any connection to the tragic historical events was unintentional and expressed regret for any distress caused. Subsequently, all advertisements featuring Hadid were removed from Adidas' social media accounts.
Sources familiar with the situation reported that Bella Hadid has hired legal counsel to sue Adidas for their lack of public accountability. Hadid claims that Adidas spearheaded a cruel and damaging campaign against her, which has negatively impacted her reputation and career. This lawsuit is seen as a stand against what Hadid perceives as unfair treatment due to her political views and activism.
Hadid has previously spoken about the professional repercussions of her activism. In a 2022 interview on the Rep podcast, she mentioned losing business opportunities and friendships due to her outspoken support for Palestine. The recent controversy with Adidas seems to be a continuation of these challenges.
While Adidas intended to celebrate a historical milestone with their SL72 sneaker relaunch, the choice of Bella Hadid as the campaign's face inadvertently sparked a significant controversy. As Hadid pursues legal action, the case underscores the broader issues of corporate responsibility and the impact of public figures' political stances on their professional lives.