On Monday evening, Bella Hadid took to Instagram Stories to address the controversy surrounding her recent Adidas campaign. The supermodel, who is 27 years old, expressed her shock and dismay regarding the backlash the campaign has faced.
The ad, which featured Hadid promoting Adidas SL72 sneakers, drew criticism for its reference to the 1972 Munich Olympics—a tragic event where terrorists killed 11 Israelis.
Hadid opened her message with, “For those of you who do not know my heart, I want to make sure you’re hearing directly from me about my recent campaign with Adidas.”
She clarified that she would never intentionally engage with any project linked to a tragic event. “Before the campaign was released, I had no knowledge of the connection to the 1972 tragedy. I am shocked, upset, and disappointed by the insensitivity involved in this campaign.”
The model went on to express regret that she was not aware of the historical context sooner.
“Had I known, I would never have participated. My team, Adidas, and I should have done more research to avoid this oversight.”
Hadid emphasized her commitment to standing up for what she believes is right and her belief in promoting positive change through art.
Commitment to Anti-Hate and Peace
Hadid also reaffirmed her stance against hate and antisemitism. “I do not believe in hate in any form, including antisemitism,” she said. She added, “Connecting the liberation of the Palestinian people to such a tragic attack deeply hurts me.
Palestine is not synonymous with terrorism, and this campaign unintentionally highlighted an event that doesn’t represent who we are.”
Support for Palestine and Advocacy for Peace
As a proud Palestinian woman, Hadid stressed that her culture is much more than the controversy suggests. “I will always support my people and advocate for a world free of antisemitism.
There is no place for antisemitism in the fight for Palestinian liberation,” she stated. “I will always stand for peace over violence.
Hate has no place here, and I will continue to advocate for everyone around the world.”
Adidas and Legal Actions
Earlier this month, Hadid was featured in a campaign promoting the relaunch of the Adidas SL72 sneakers, which originally debuted in 1972 during the Munich Olympics.
Following the backlash, Adidas apologized for the “unintentional” connection to the tragic events and announced plans to revise the ad.
In response to the controversy, Hadid has hired a legal team to address the situation, citing the brand’s failure to take accountability. Although she is still under contract with Adidas, she is troubled by the association of her image with such a tragedy.