Adidas has issued an apology over a controversial campaign featuring Bella Hadid that paid tribute to the 1972 Munich Olympics.
This week, the footwear brand shared ads showing the supermodel—whose father Mohamed Hadid is Palestinian—wearing retro red SL72 sneakers commemorating the games, during which gunmen from the Palestinian militant group Black September raided the Olympic Village and killed 11 members of the Israeli team, with nine murdered after being held hostage.
While the campaign also featured celebs such as soccer star Jules Koundé, the ads with Bella sparked an online backlash that included calls to boycott the German company, as well as condemnation from Israel’s official X account. All the promotional photos were then removed from the brand’s social media and its website.
“We are conscious that connections have been made to tragic historical event—though these are completely unintentional—and we apologize for any upset or distress caused,” Adidas said in a statement to USA TODAY Sports July 18. “As a result, we are revising the remainder of the campaign.”
