Bella Hadid, Adidas campaign for the 1972 Munich Olympics shoe re-release
Adidas, a prominent sports shoes and clothing company, has sparked controversy within the global Jewish community by featuring supermodel Bella Hadid as the face of their 1972 vintage shoe release in promotion of the upcoming summer Olympics.
Bella Hadid, who identifies as a second-generation Palestinian, is known for her anti-Israel views, highlighting the risks brands face when hiring celebrities with antisemitic or racist tendencies. Kanye West was terminated from his profitable shoe campaign with Adidas after making antisemitic remarks. It took Adidas a few weeks to take action.
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According to commentator Eli David, Adidas has a problematic history, with Adi Dassler, the founder, once a member of the Nazi party who signed his letters with “Hei| Hitler” at the end.
Adidas has issued an apology for any upset caused by featuring Hadid in their advertisements. The company chose Hadid for their SL72 campaign, marking the 52nd anniversary of the Munich Olympics by reintroducing their classic sneaker from the 70s.
The 1972 Munich Olympics, marred by a Palestinian terror attack that claimed the lives of 11 Israeli athletes and one German police officer, make Hadid’s involvement even more sensitive for the Jewish community.
Hadid remains vocal about her views on Palestine, which has further fueled the controversy surrounding her endorsement deal with Adidas.
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