Adidas Responds to Backlash to Bella Hadid Sneaker Tied to Deadly Olympics

Adidas responded to backlash on Thursday for a sneaker collaboration with model Bella Hadid, with some connecting the shoe to the deaths of Israelis during the 1972 Olympic Games.

The company announced a new campaign with Hadid, who is Palestinian, for its classic SL 72 sneakers, which were released the same year as the 1972 Munich Olympics. During the Games, members of the Palestinian militant organization Black September killed members of the Israeli team.

In a statement to Newsweek, a spokesperson for Adidas said: "The adidas Originals SL72 campaign unites a broad range of partners to celebrate our lightweight running shoe, designed more than 50 years ago and worn in sport and culture around the world. 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."

In October 2023, Hadid issued a statement on the war between Israel and Hamas that began on October 7. Describing the conflict as "generational trauma" for Palestinians, Hadid said she mourns for all civilians, whether in Israel or the Gaza Strip.

"Harming women and children and inflicting terror does not and should not do any good for the Free Palestine movement," she wrote in a post on social media.

Newsweek reached out to representatives for Hadid via email for comment.

Prior to the statement, many on social media criticized the company and Hadid over the shoe.

In a post on X, formerly Twitter, the official account for Israel said: "@Adidas recently launched a new campaign for their shoes to highlight the 1972 Munich Olympics. Eleven Israelis were murdered by Palestinian terrorists during the Munich Olympics.

"Guess who the face of their campaign is? Bella Hadid, a half-Palestinian model who has a history of spreading antisemitism and calling for violence against Israelis and Jews. She and her father frequently promote blood libels and antisemitic conspiracies against Jews."

On Thursday, Adidas announced on X that it was releasing "Originals. Bella Hadid. SL 72. A silhouette originally crafted for road running; the SL 72 is a retro-inspired classic with effortless appeal," the company said in a post on X.

A number of other social media users also criticized the shoe and the company for collaborating with Hadid, the daughter of Palestinian-American real estate mogul Mohamed Hadid.

"Antisemite Bella Hadid was chosen by Adidas as the face for the 1972 Olympic shoe relaunch. The same Olympics in which Jews were butchered by Palestinian terrorists. If the shoe fits @Adidas - how on par," @StopAntisemites wrote in a post on X.

X user Eyal Yakoby said: "It is astonishing that as Marvel gets rid of its sole Jewish character, Adidas simultaneously signs a deal with Bella Hadid, someone who has had to apologize for her antisemitism more than once this year."

User @YosephHaddad said: "Adidas decided to pay tribute to the shoes that were first launched at the Munich Olympics in 1972... the same Olympic games during which 11 Israeli athletes were murdered by Palestinian terrorists in a massacre- and who was hired to model these shoes?! Bella Hadid, the person supporting Hamas terrorists who committed a massacre in Israel just 9 months ago... simply unbelievable, a hypocritical and disgusting campaign!"

Update 7/18/24, 4:09 p.m. ET: This story has been updated with further information.

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