Bella Hadid responds to Adidas Campaign controversy: ‘will always stand for peace over violence’

Bella Hadid addressed the controversy over her involvement in a recent Adidas campaign featuring shoes inspired by the 1972 Munich Games. The ‘SL 72’ running shoe campaign, launched in July, coincided with the 52nd anniversary of the Munich Games, where 11 Israeli coaches and athletes were killed by Palestinian terrorists.

Although the campaign did not reference the tragic event, the pro-Israel American Jewish Committee criticised Hadid's participation due to her support for relief efforts for Palestinians in Gaza amid the ongoing conflict between Hamas and the Israeli Defense Forces.

In her statement, Hadid said, ‘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. Had I been made aware, from the bottom of my heart, I would never have participated.’

Hadid stated that she, her team, and the Adidas team ‘should have done more research.’ She added that if she had been aware of the tragic history, she would have ‘spoken up.’

‘As I always have, and always will, speak up for what I believe to be wrong. 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. That will never waiver, and I stand by that statement to the fullest extent,’ she continued.

Hadid went on to condemn the link between ‘the liberation of the Palestinian people’ and an antisemitic attack, stating that ‘Palestine is not synonymous with terrorism, and this campaign unintentionally highlighted an event that does not represent who we are.’

‘I am a proud Palestinian woman and there is so much more to our culture than the things that have been equated over the past week. I will forever stand by my people of Palestine while continuing to advocate for a world free of antisemitism. Antisemitism has no place in the liberation of the Palestinian people. I will always stand for peace over violence, any day. Hate has no place here, and I will forever advocate for not only my people, but every person worldwide,’ she wrote.

Following the backlash, Adidas announced that it was ‘revising’ its Munich Games retro running shoe campaign to consider political and historical sensitivities.

‘We are aware that connections have been made to tragic historical events — though these were completely unintentional — and we apologize for any upset or distress caused. Consequently, we are revising the remainder of the campaign. We believe in sport as a unifying force worldwide and will continue our efforts to champion diversity and equality in everything we do,’ the company said.