Supermodel Bella Hadid has broken her silence on the controversial Adidas campaign, expressing shock and disappointment in a heartfelt statement on her Instagram stories.
The 27-year-old model, who recently hired lawyers after her Adidas SL72 campaign was pulled, starred in the retro sneakers campaign but faced backlash due to the ad referencing the 1972 Munich Olympics, which saw terrorists kill 11 Israelis.
Bella Hadid, 27, has broken her silence over the recent controversial Adidas campaign by expressing that she is ‘shocked’ in a statement uploaded to her Instagram stories on Monday; seen in May in Cannes
The supermodel starred in the retro sneakers campaign but soon faced backlash due to the ad referencing the 1972 Munich Olympics that saw terrorists kill 11 Israelis
Hadid expressed her shock and disappointment, stating that she would never knowingly engage with any art or work that is linked to a horrific tragedy. She emphasized that she was not aware of the historical connection to the 1972 Munich Olympics and apologized for any upset or distress caused.
The model further explained that her team, Adidas, and she herself should have done more research to understand the context of the campaign. She reiterated her commitment to speaking up against hate and advocating for peace and equality.
Hadid expressed she ‘would never knowingly engage with any art or work that is linked to a horrific tragedy of any kind’
Hadid concluded by stating that she will always stand for peace over violence and will continue to advocate for not only her people but every person worldwide. She emphasized that hate has no place in the liberation of the Palestinian people.
Earlier this month, the Adidas SL72 sneakers campaign was launched, featuring Hadid and other athletes. However, the campaign was met with backlash due to its unintentional connection to the 1972 Munich Olympics tragedy. Adidas apologized for any upset caused and announced plans to revise the campaign.
Hadid, who has been vocal about her support for Palestinian rights, hired a legal team to address the controversy surrounding the campaign. She has been under contract with Adidas and is seeking accountability from the brand for its role in the backlash.
‘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 wrote
The controversy surrounding the campaign has sparked a wider conversation about the importance of sensitivity and accountability in advertising.