Bella Hadid adidas SL72 Campaign Controversy Statement

Adidas

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Following the controversial reveal of the adidas SL72 shoe campaign, Bella Hadid has now taken to Instagram to finally speak out on the matter. Releasing an emotional statement regarding the issue, Hadid speaks out on the backlash giving her official response to her involvement in the campaign, inspired by the 1972 Munich Olympics.

The campaign was released earlier this month, with a major takeover that occurred in New York City’s Times Square. The release coincided with the 52nd anniversary of the Munich Games, which was where 11 Israeli athletes and coaches were massacred by Palestinian terrorists called Black September. The shoe campaign immediately received backlash over its insensitivity and with no mention of the tragic events that took place in 1972, it garnered a response from the state of Israel. The pro-Israel American Jewish Committee also released a statement condemning the model’s involvement in the campaign due to her outspoken support of relief efforts for Palestinians in Gaza amidst the Israel-Hamas War.

Hadid has now spoken out about the controversy, revealing in a lengthy Instagram Story, “I would never knowingly engage with any art or work that is linked to a horrific tragedy of any kind. 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. Had I been made aware, from the bottom of my heart, I would never have participated.” She also added that more research on all parties should have been done adding that herself, her team and the adidas team should have done due diligence, “[we] should have done more research.” She continued to write, “As I always have, and always will, speak up for what I believe to be wrong. While everyone’s intentions were to make something positive, and bring people together through art, the collective lack of understanding from all parties undermined the process. I do not believe in hate in any form, including antisemitism. That will never waiver, and I stand by that statement to the fullest extent.” She discusses “the liberation of the Palestinian people” as well as the antisemitic attack, expressing that “Palestine is not synonymous with terrorism and this campaign unintentionally highlighted an event that does not represent who we are.” She ends off her post sharing, “I am a proud Palestinian woman and there is so much more to our culture than the things that have been equated over the past week.” Hadid continues, “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 worldwide.”

In adidas’ last statement, they revealed that they are now “revising” the campaign. It was reported that Hadid is taking legal action against adidas for lack of accountability but it is uncertain if it has moved through.