Shock and Disappointment
US model Bella Hadid has expressed her shock, upset, and disappointment following her involvement in an Adidas campaign that unintentionally referenced the 1972 Munich Olympics. Hadid, who is half Palestinian, stated, “I am shocked, I am upset, and I am disappointed in the lack of sensitivity that went into this campaign.”
The Controversial Campaign
The advertising campaign for Adidas’s retro trainers, the SL72s, referenced the 1972 Munich Olympics, an event marked by the tragic killing of 11 Israeli athletes and a German police officer by a Palestinian group called Black September. The backlash against the campaign was swift, leading Adidas to apologize and revise their promotional strategy. The brand confirmed to AFP that Hadid was no longer part of the campaign.
Hadid’s Response
In a statement shared on her Instagram story, Hadid, 27, who has been a vocal supporter of Palestinians, emphasized that she was unaware of the historical connections to the tragic events of 1972. “I would never knowingly engage with any art or work that is linked to a horrific tragedy of any kind,” she said. Hadid reiterated her support for the Palestinian cause, describing herself as a “proud Palestinian woman” and stressing her commitment to advocating for peace and standing against antisemitism.
Commitment to Peace and Justice
Hadid further clarified her stance by stating, “Antisemitism has no place in the liberation of the Palestinian people. I will always choose peace over violence, every time. Hate has no place here, and I will forever advocate for not only my people but every person worldwide.” Her comments reflect her dedication to promoting a message of peace and solidarity amidst ongoing conflicts.
Adidas’s Apology
Adidas Originals shared a statement on Instagram, apologizing for any distress caused by the campaign and acknowledging the unintentional mistake. The company emphasized that the connections to the 1972 attack were “not meant” and that they were revising the campaign. The statement highlighted the brand’s commitment to addressing the concerns raised by the community.
Public Reaction and Historical Context
The launch of the campaign sparked a mixed reaction on social media. While some criticized Hadid for her involvement, others defended her and called for a boycott of Adidas. The incident underscores the sensitivity surrounding historical events and the importance of cultural and historical awareness in marketing campaigns.
Background of the 1972 Munich Olympics
The 1972 Munich Olympics is remembered for the tragic attack by Black September, a Palestinian militant group, which resulted in the deaths of 11 Israeli athletes and a German police officer. The event had a profound impact on the global community and remains a significant moment in history, highlighting the ongoing tensions in the Middle East.
Ongoing Conflict in Gaza
The controversy surrounding the Adidas campaign comes against the backdrop of the ongoing conflict in Gaza. The current hostilities began when Hamas gunmen launched an unprecedented attack on Israel, resulting in the deaths of approximately 1,200 people and the taking of 252 hostages. Israel’s military campaign in Gaza aims to destroy Hamas and free the hostages, with the health ministry in Hamas-run Gaza reporting over 39,000 fatalities in nearly 10 months of conflict.
Conclusion
The backlash against the Adidas campaign and Bella Hadid’s response highlight the complexities of addressing historical tragedies in contemporary media. As tensions continue in the Middle East, Hadid’s advocacy for peace and justice serves as a reminder of the importance of sensitivity and awareness in public discourse. The incident underscores the need for brands to carefully consider the historical and cultural contexts of their campaigns to avoid unintended harm.