Adidas apologises to Bella Hadid after she threatens legal action

Adidas issued an apology amid criticism regarding its SL72 sneaker campaign, as it had links to the tragic events of the 1972 Munich Olympics. The German footwear company expressed regret by giving a statement that specifically mentioned concerns that were raised by model Bella Hadid and other prominent campaign partners.

This took place after Hadid reportedly hired lawyers to take action against the shoe manufacturing company “for their lack of public accountability” for starting a campaign that associates with the death and violence that took place during the Munich Olympic Games in 1972. 

Adidas acknowledged what the repercussions could be after its marketing approach as it coincided with the anniversary of the Munich Olympics.

In its apology statement, Adidas stated, “Connections continue to be made to the terrible tragedy that occurred at the Munich Olympics due to our recent SL72 campaign. These connections are not meant and we apologise for any upset or distress caused to communities across the world”. 

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

The campaign gave rise to a controversy after the brand selected star model Bella Hadid along with footballer Jules Kounde and rapper A$AP Nast to endorse and promote their SL72 project. The issue was that the project was in line with the iconic 1970s running shoes giving a reminder to the destruction that took place 42 years back.

Adidas was condemned by Israel for linking hadid who has Palestinian lineage as her father is a Pro Palestinian. Adidas was denounced by the American Jewish Committee labelling it as a “massive oversight or internationally inflammatory.”

In response to the condemnation and backlash, Adidas released a statement that said it is committed to diversity and inclusivity.