Adidas apologises to Bella Hadid after she appeared in campaign criticised by Israel

Adidas has apologised to the model Bella Hadid after pulling adverts in which she was promoting a sport shoe first launched to coincide with the 1972 Munich Olympics.

Adidas last week said it was “revising” its campaign after criticism from Israel over Hadid’s involvement in the campaign for the retro SL72 trainers. Hadid is an American whose family has roots in Palestine.

The apology, issued on Instagram, said: “Connections continue to be made to the terrible tragedy that occurred at the Munich Olympics due to our recent SL72 campaign,” referring to the 1972 Munich Olympics massacre when Israeli athletes were taken hostage by the Black September Organization, a Palestinian militant group. Eleven Israelis, a German police officer and five of the attackers died.

The statement continued: “These connections are not meant, and we apologise for any upset or distress caused to communities around the world. We made an unintentional mistake. We also apologise to our partners, Bella Hadid, ASAP Nast, Jules Koundé, and others, for any negative impact on them and we are revising the campaign.”

On Friday, the German-based company had said in a statement it was “revising the remainder of the campaign” after criticism over Hadid’s involvement by Israel on X. “Guess who the face of their campaign is?” read a post on Israel’s official account. “Bella Hadid, a model who has a history of spreading antisemitism and calling for violence against Israelis and Jews.”

Hadid had previously been criticised by Israel for allegedly chanting: “From the river to the sea, Palestine will be free,” on a march in 2021.

Adidas was condemned by some Jewish organisations, with the American Jewish Committee labelling its decision as either a “massive oversight or intentionally inflammatory”. Others came out in support of Hadid. One fellow Adidas ambassador, the Palestinian-American author and activist Amani al-Khatahtbeh, posted an email she sent to Adidas on X, in which she said: “Bella Hadid is a model of Palestinian origin that has been a much-needed outspoken advocate for human right.” She added: “Adidas’s disappointing response conflates our Palestinian identity with terrorism.”Hadid, 27, whose father is the Palestinian businessman Mohamed Hadid, has been vocal in her support for Palestine. In May she expressed her solidarity by wearing a dress crafted out of red and white keffiyehs during the film festival in Cannes. In 2023 she denounced the far-right Israeli national security minister Itamar Ben-Gvir for saying Jewish settlers had more rights than Palestinians in occupied territories.

When she appeared on the cover of Vogue magazine in 2021, she said on Instagram: “A Palestinian girl on the cover of Vogue. The joy it brings me to say that … I won’t stop talking about the systematic oppression, pain and humility that Palestinians face on a regular basis.”

Hadid, who recently launched her own wellness brand, has faced death threats for her outspoken support.

The apology to Hadid and her fellow Adidas partners comes amid reports that she is speaking to lawyers about her options.

A trend-setter across fashion, Hadid is perhaps particularly influential in the trainer space – she was a driver of the widespread popularity of the Adidas It-trainer, the Samba, which has been ubiquitous in recent years. She started wearing the SL72s, which are part of a campaign by Adidas to revive a series of its classic trainer models, earlier this year.