DUBAI: American Dutch Palestinian model Bella Hadid says she was “shocked” and “upset” by Adidas’ “lack of sensitivity” in its controversial advertising campaign showcasing shoes inspired by the 1972 Munich Olympic Games.
Hadid’s comments this week come in the wake of the German sportswear company’s campaign featuring her as the face of its relaunched SL72 shoes.
The original version of the footwear was created for the 1972 Munich Games, during which 11 Israeli athletes and a German policeman were killed by a Palestinian militant group.
Following the campaign’s release, Adidas faced criticism from pro-Israeli groups. In response, the brand apologized for the “upset and distress” caused by their choice of Hadid for the campaign.
This week, Hadid took to Instagram to address the campaign.
“For those of you that do not know my heart, I want to make sure you’re hearing directly from me about the recent campaign with Adidas,” she began in a statement posted on her Story.
“I would never knowingly engage with any art or work that is linked to a horrific tragedy of any kind. In advance of the campaign’s release, I had no knowledge of the historical connection to the atrocious events in 1972.”
“I am shocked, I am upset, and I am disappointed in the lack of sensitivity that went into this campaign,” she added. “Had I been made aware, from the bottom of my heart, I would never have participated.”
Hadid then noted that she, her team and Adidas “should have done more research.”
“As I always have, and always will, speak up for what I believe to be wrong,” she continued. “While everyone’s intentions were to make something positive, and bring people together through art, the collective lack of understanding from all parties undermined the process. I do not believe in hate in any form, including antisemitism.”
Hadid condemned the connection between “the liberation of the Palestinian people” and an antisemitic attack, emphasizing that “Palestine is not synonymous with terrorism.”
She expressed pride in her Palestinian heritage and criticized the campaign for “unintentionally” highlighting an event that misrepresents her people.
Hadid affirmed her commitment to advocating for a world free of antisemitism, and standing for peace over violence.
AN