Bella Hadid to sue Adidas over controversial 1972 Munich Olympic shoe ad amid Israel-Palestine conflict

Bella Hadid, the renowned fashion model, is reportedly assembling a legal team to take action against Adidas. She is seeking accountability following the brand’s controversial SL72 campaign. This campaign, marking the 52nd anniversary of the 1972 Munich Olympics, highlights the revival of Adidas’ classic sneaker line from the 1970s but has faced backlash for its context and execution.

Previous reports suggested Adidas had severed ties with Bella Hadid following public backlash. However, TMZ confirmed that the model's contract with the company remains intact.

The controversy escalated when Hadid was revealed as the face of Adidas' ‘next-It shoe’ campaign. The campaign, referencing the Munich Olympics, drew criticism due to its association with the tragic events of 1972, where 11 Israeli athletes and a German police officer were taken hostage and killed by a Palestinian militant group.

This controversy arose amid the ongoing Israeli-Palestinian conflict, which has remained unresolved since October 7, 2023, adding further sensitivity to the campaign's reception.

Bella Hadid’s legal action against Adidas underscores growing tensions and her push for accountability in public campaigns.

Although born in Washington D.C. in 1996 and working as an American model, Hadid's Palestinian heritage plays a significant role in her identity.

She expressed her pride in her roots in a heartfelt Instagram post on May 29, stating, ‘Palestine on my mind, in my blood and on my heart. Always… While I still have to go to work, even through this horror, to wear our culture makes me a proud Palestinian & I want the world to continue to see Palestine, wherever we go.’

In the post, Hadid highlighted designers vocal about the Palestinian cause, showcasing her support for cultural representation. She wore a Keffiyeh dress by the fashion label Michael and Hushi, further emphasizing her connection to and pride in her heritage.

Amid the controversy, an old speech by Bella Hadid has resurfaced and gone viral. In the clips circulating online, she boldly declares, ‘I’m not afraid to lose modeling jobs. I will continue to speak up for Palestine.’

On July 19, the American Jewish Committee criticized the decision to feature ‘a vocal anti-Israel model to recall this dark Olympics’ in a post on X/Twitter, addressing the backlash surrounding the campaign.

While Hadid has been outspoken about her pro-Palestine views, her recent legal actions against the campaign suggest she strongly opposes the ad. This development indicates she may not have been fully aware of the implications of her involvement and is now prepared to hold the brand accountable for the unintended harm caused by the campaign’s release.

The athleisure brand has since pulled the controversial advertisement and is revising it. Additionally, the company has removed all posts featuring Bella Hadid from its social media channels related to the latest campaign and issued an apology for the ‘completely unintentional’ associations with a tragic historical event.

In a statement to USA Today, Adidas acknowledged, ‘We are conscious that connections have been made to tragic historical events — though these are completely unintentional — and we apologize for any upset or distress caused.” The company further stated, “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.’

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