Adidas recently found itself in hot water while trying to navigate the murky waters of advertising. Their latest campaign, featuring Bella Hadid, sparked controversy. The ad aimed to display a nostalgic sneaker design. However, it ended up drawing backlash due to unintended historical connotations.
(Photo: Facebook) Bella modeling for Adidas
Bella, 27, is seen in the ad donning a white fuzzy top and matching shorts, both sporting Adidas' iconic three stripes. Red Adidas sneakers and white socks completed her look, with a bouquet of red flowers adding a lively touch. The intention of the imagery was to evoke the 1972 Munich Olympics. However, this reference struck a sensitive chord.
The 1972 Olympics were marred by a tragic terrorist attack that resulted in the deaths of 11 Israeli athletes and a German police officer. This connection sparked outrage among consumers, who quickly took to social media to voice their disapproval.
Social Media Eruption
Bella Hadid, part-Palestinian, shared the ad on Instagram, further igniting the controversy. Her post received a torrent of critical comments.
One user declared, “Never buying Adidas again,” while another wrote, “Shame on Adidas! #BoycottBella.”
People reacted swiftly and polarized, with some defending Bella amid the controversy.
Supporters commented, “All of you criticizing a PALESTINIAN woman who has done more for [Palestine Flag emoji] than any of you could in 5 lifetimes over, you all think you know better but you’re part of the problem.” Another voice added, “SUPPORT BELLA.”
This intense reaction highlighted the sensitivity of the campaign’s unintended reference. Consequently, Adidas quickly realized the need to address the issue promptly.
Adidas’ Official Response
On July 18, Adidas released a statement acknowledging the backlash and apologizing for the oversight. They stated, “We are conscious that connections have been made to tragic historical events — though these are completely unintentional — and we apologize for any upset or distress caused.”
This acknowledgment emphasized the company’s awareness of the unintentional historical connotations linked to the campaign.
(Photo: Facebook) Bella Hadid poses in front of a billboard
Adidas further noted, “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.”
This commitment to revising the campaign demonstrated Adidas’ dedication to addressing consumer concerns and moving forward thoughtfully.
Bella Hadid Speaks Out
Bella Hadid responded to the controversy with a heartfelt statement on Instagram.
She expressed her sadness, saying, “My heart is bleeding with pain from the trauma I am seeing unfold, as well as the generational trauma of my Palestinian blood.”
Bella’s words resonated with many of her followers. Thus, they highlighted the personal and emotional impact of the situation on her.
(Photo: Bella Hadid Instagram) Bella's response showed her support for Palestine
She added, “I mourn with all the mothers who have lost children and the children who cry alone, all the lost fathers, brothers, sisters, uncles, aunties, friends that will never again walk this earth.”
This touching message established an empathetic and personal connection to the historical context that the campaign had inadvertently touched upon.
The controversy surrounding Adidas' campaign with Bella Hadid exposes the importance of cultural sensitivity and historical awareness in advertising. While the campaign aimed to evoke nostalgia and celebrate a classic sneaker design, it inadvertently reopened old wounds. Consequently, it reminded everyone of a tragic event.
