Bella Hadid is gearing up for a legal showdown with Adidas, reportedly assembling a legal team to take action against the athletic apparel giant. The renowned fashion model is seeking accountability from the company following its controversial SL72 campaign. This campaign, designed to commemorate the 52nd anniversary of the 1972 Munich Olympics, highlights the revival of Adidas’ classic sneaker line from the 1970s, but has faced backlash for its context and execution.
Prior reports suggested that Adidas had severed ties with Bella Hadid following public backlash. However, sources from TMZ have confirmed that the model’s contract with the company remains intact.
The issue escalated into a full-blown controversy when Hadid was unveiled as the face of Adidas’ “next-It shoe.” The campaign, referencing the Munich Olympics, ignited criticism due to its association with the tragic events of 1972, where 11 Israeli athletes and a German police officer were taken hostage and killed by a Palestinian militant group.
This controversy emerged amidst the ongoing Israeli-Palestinian conflict that has continued with no resolution since October 7, 2023, adding further sensitivity to the campaign’s reception. Bella Hadid’s legal action against Adidas underscores the growing tensions and her push for accountability in public campaigns.
Though Bella Hadid was born in Washington D.C. in 1996 and works as an American model, her Palestinian heritage plays a significant role in her identity. In a heartfelt Instagram post on May 29, she expressed her pride in her roots, stating, “Palestine on my mind, in my blood and on my heart. Always… While I still have to go to work, even through this horror, to wear our culture makes me a proud Palestinian & I want the world to continue to see Palestine, wherever we go.”
In the post, Hadid highlighted designers who have been vocal about the Palestinian cause, showcasing her support for cultural representation. She donned a Keffiyeh dress made by the fashion label Michael and Hushi, further emphasizing her connection to and pride in her heritage.
Amid the swirling controversy, an old speech by Bella Hadid has resurfaced and gone viral. In clips circulating online, she boldly declares, “I’m not afraid to lose modelling jobs. I will continue to speak up for Palestine.”
On July 19, the American Jewish Committee criticized the decision to feature “a vocal anti-Israel model to recall this dark Olympics” in a post on X/Twitter, referring to the backlash surrounding the campaign.
While Hadid has been outspoken about her pro-Palestine views, her recent legal actions regarding the campaign suggest that she strongly opposes the ad. This development indicates that she may not have been fully aware of the implications of her involvement, and now she is prepared to hold the brand accountable for the unintended harm caused by the campaign’s release.
The athleisure brand has since pulled the controversial advertisement and is in the process of revising it. Additionally, the company has removed all posts featuring Bella Hadid from its social media channels related to the latest campaign and has issued an apology for the “completely unintentional” associations with a tragic historical event.
In a statement to USA Today on Thursday, Adidas acknowledged, “We are conscious that connections have been made to tragic historical events — though these are completely unintentional — and we apologise for any upset or distress caused,” The company further stated, “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.”
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