Adidas Apologizes Over Bella Hadid Ads Commemorating Munich Olympics

Adidas has issued an apology over a controversial ad campaign featuring Bella Hadid that commemorated the 1972 Munich Olympics.

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Adidas has issued an apology over a controversial campaign featuring Bella Hadid that paid tribute to the 1972 Munich Olympics.

This week, the footwear brand shared ads showing the supermodel—whose father Mohamed Hadid is Palestinian—wearing retro red SL72 sneakers commemorating the games, during which gunmen from the Palestinian militant group Black September raided the Olympic Village and killed 11 members of the Israeli team, with nine murdered after being held hostage.

While the campaign also featured celebs such as soccer star Jules Koundé, the ads with Bella sparked an online backlash that included calls to boycott the German company, as well as condemnation from Israel’s official X account. All the promotional photos were then removed from the brand’s social media and its website.

“We are conscious that connections have been made to tragic historical event—though these are completely unintentional—and we apologize for any upset or distress caused,” Adidas said in a statement to USA TODAY Sports July 18. “As a result, we are revising the remainder of the campaign.”

The company added, “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.”

Hadid, who was born in the United States and calls herself a “proud Palestinian,” has long been vocal in her support for the Palestinian people on social media.

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The 27-year-old has often spoken out against Israel’s ongoing military action in Gaza, which has killed more than 38,000 Palestinians, according to Gaza health officials, per NBC News.

Israel began its offensive after Hamas-led militants killed 1,200 people and took more than 250 hostages in a cross-border raid into Israel Oct. 7, according to Israeli tallies.

Hadid has not commented on the removal of the ads. E! News has reached out to her rep and has not heard back.

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