Bella Hadid during the Coperni Spring-Summer 2023 fashion show. GETTY IMAGES

Model Bella Hadid, known for her pro-Palestinian advocacy, has reportedly been removed from an Adidas campaign. This decision has sparked controversy, with supporters claiming it stifles free speech while critics argue that brands must remain neutral on political issues.

The German sportswear company has retracted a trainer campaign referencing the 1972 Munich Olympics, where 11 Israeli athletes and a German policeman were killed by a Palestinian terrorist group. The move has drawn criticism, notably from the Israeli Embassy in Germany.

The ongoing conflict in Gaza resonates within the sports world, especially in an Olympic year. This has become both a business and political issue. The Israeli Embassy in Germany publicly questioned Adidas' choice of an American model with a Palestinian father for the campaign, intensifying the controversy.



The German sportswear company had intended to promote its SL 72 trainers, a model that debuted at the 1972 Munich Olympic Games. However, Adidas quickly reacted by removing the campaign from its social media platforms and deciding to drop the model from the campaign to avoid further discomfort for those who had complained.

Adidas issued an apology, expressing regret over the outcome of the campaign. "We are aware that connections have been made to tragic historical events, even if completely unintentional, and we apologise for any discomfort or distress caused," the company stated.

Hadid, a prominent model primarily based in the United States, has a Palestinian father, Mohamed Hadid, and has frequently voiced her support for the Palestinian cause. Adidas has faced increased criticism, with some accusing Hadid and her father of making anti-Semitic statements in the past.



In 2021, Bella Hadid, her sister Gigi, and singer Dua Lipa were labeled anti-Semitic in a New York Times article by the Jewish group World Values Network. In 2022, Adidas ended its partnership with rapper Kanye West following his anti-Semitic remarks, despite the financial success of the collaboration. The German brand emphasised that anti-Semitic speech is intolerable.

Adidas faced backlash but maintained that the SL 72 campaign did not intentionally link the shoes to the tragic events of the Munich Olympics. However, Bella Hadid has been removed from the campaign. "We are aware that connections have been made to tragic historical events, even if completely unintentional, and we apologise for any discomfort or distress caused," Adidas stated.

Israel's ambassador to Germany, Ron Prosor, questioned the company's stance, asking, "How can Adidas now claim that the reference (to the events in Munich) was 'completely unintentional'?" He emphasised that the terror of 1972 remains etched in the collective memory of Germans and Israelis.

The conflict in Gaza and recent events have heightened tensions. The Hamas attacks on Israeli territory on 7 October, 2023, resulting in approximately 1,200 deaths, led to a prolonged response by the Israeli government, which has resulted in over 38,000 casualties.