Bella Hadid 'shocked' and 'disappointed' over Adidas advert controversy
Palestinian-American model Bella Hadid said in a statement on Tuesday that she was "shocked" and disappointed" with the controversy surrounding her involvement in an Adidas campaign that was pulled following criticism by the Israeli government.
Earlier this month, Adidas relaunched the SL72 trainers from the 1972 Munich Olympics - a games at which 11 members of the Israeli team were killed by pro-Palestinian militants.
But within days of the launch, the German sports giant dropped Hadid from its campaign after the Israeli government claimed on X, formerly known as Twitter, that the adverts were offensive.
Photos of the ads released before the criticism directed against Hadid showed her and other models posing with flowers whilst wearing the Adidas shoes.
In a statement posted on her Instagram account, Hadid said she was "shocked", "upset" and "disappointed in the lack of sensitivity that went into this campaign" and apologised for not doing more research ahead of agreeing to the adverts.
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"I would never knowingly engage with any art or work that is linked to a horrific tragedy of any kind," she said.
"In advance of the campaign's release, I had no knowledge of the historical connection to the atrocious events in 1972. I am shocked, I am upset, and I am disappointed in the lack of sensitivity that went into this campaign."
The supermodel continued, holding both herself and Adidas accountable for the shortcoming and oversight of the campaign.
"Had I been made aware, from the bottom of my heart, I would never have participated. My team should have known, Adidas should have known and I should have done more research so that I too would have known and understood, and spoken up."
Bella Hadid shared her statement about the Adidas SL72 campaign, in which she was the model.
— 21 (@21metgala) July 29, 2024
“I would never knowingly engage with any art or work that is linked to a horrific tragedy of any kind.” pic.twitter.com/A34SI0SnE8
The sportswear company had initially apologised for the "upset and distress" it caused for choosing Hadid following outrage by Israel's official X account and criticism and from pro-Israeli groups.
Adidas initially revised the campaign to remove Hadid while keeping the other models, prompting many users to slam the move as "blatant racism".
Amid reports that Hadid was planning to take legal action against the company for their "lack of public accountability," Adidas then apologised to the supermodel and other celebrities involved in the campaign for any "negative impact" caused.
"Connections continue to be made to the terrible tragedy that occurred at the Munich Olympics due to our recent SL72 campaign," the company said in a story posted on the Adidas Originals Instagram page.
"These connections are not meant, and we apologise for any upset or distress caused to communities around the world. We made an unintentional mistake."
'No place for hate'
In her statement, Hadid condemned antisemitism irrevocably, sharing that it has "no place in the liberation of the Palestinian people".
"Connecting the liberation of the Palestinian people to an attack so tragic is something that hurts my heart. Palestine is not synonymous with terrorism and this campaign unintentionally highlighted an event that does not represent who we are," shared the model.
"I will forever stand by my people of Palestine while continuing to advocate for a world free of antisemitism. Antisemitism has no place in the liberation of the Palestinian people."
"I will always stand for peace over violence, any day. Hate has no place here, and I will forever advocate for not only my people, but every person world wide."
I'm so confused by Bella Hadid’s last story… why is SHE apologizing???
— suha ✨ (@Suha_feez) July 30, 2024
While some users praised the model for her stance, others however questioned why the culpability should fall on her and not the corporation, adding that she does not need to apologise "for being Palestinian".
"Adidas now why are you making Bella Hadid, the Palestinian woman who you let hang out to dry, take the fall for your corporate fuck up," questioned one user.
"She's literally Palestinian, it’s wild that she has to clear up that she's not antisemitic," another posted. "None of this is her fault."
MEE reached out to Adidas for comment but did not receive a response by time of publication.
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