Adidas Issues A Public Apology To Bella Hadid

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Adidas has issued a public apology to Bella Hadid amidst backlash from their latest SL72 campaign. The controversy arose after the campaign, which also featured rapper A$AP Nast and soccer player Jules Koundé, was released to honor the anniversary of the 1972 Olympics in Munich.

Bella Hadid, who is Palestinian and a vocal advocate for Palestine, was at the center of the backlash. Critics took issue with her involvement in a campaign that indirectly referenced the tragic events of the 1972 Munich Olympics, where Palestinian terrorists killed multiple Israeli athletes and took nine hostages who were later murdered.

Adidas swiftly responded to the criticism with a formal statement addressing the situation and offering an apology. The brand acknowledged the sensitive nature of the historical context and admitted their oversight.

“Connections continue to be made to the terrible tragedy that occurred at the Munich Olympics due to our recent SL72 campaign,” Adidas shared on their Adidas Originals Instagram story. “These connections are not meant and we apologize for any upset or distress caused to communities around the world.”

The statement continued, “We made an unintentional mistake. We also apologize to our partners, Bella Hadid, A$AP Nast, Jules Koundé, and others, for any negative impact on them and we are revising the campaign.”

In an effort to address the issue head-on, Adidas pulled the images from the campaign off social media and promised a thorough revision. They emphasized their commitment to unity and equality in sports.

In an earlier statement, they said: “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. 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.”

Sources close to Bella Hadid have shared insights into her feelings about the situation. According to TMZ, Bella is deeply concerned about the lack of accountability from Adidas. Reports suggest that she has retained legal counsel to explore potential action against the brand. Despite having an ongoing contract with Adidas, Bella reportedly feels that the company did not adequately address the issue or take public responsibility for the unintended consequences of the campaign.

The SL72 campaign was initially designed to celebrate the legacy of the 1972 Munich Olympics, marking a milestone in sports history. However, the unintended associations with the tragic events of that year overshadowed the campaign’s intended message, leading to public outcry and the need for Adidas to reassess their approach.