Bollywood Fever: Adidas has decided to pull images of model Bella Hadid from a high-profile campaign after facing criticism from Israel. The sportswear company announced it was “revising” its campaign, initially launched to promote a sports shoe commemorating the 1972 Munich Olympic Games, a tragic event where 11 Israeli team members were taken hostage and murdered by Palestinian terrorists.
The Guardian reported that Adidas faced backlash due to Hadid’s inclusion, given her Palestinian heritage and previous controversies. Hadid has been accused of anti-Semitism and was criticized by the Israeli government for allegedly chanting the slogan “From the river to the sea, Palestine will be free.”
Israel’s official account on X (formerly Twitter) objected to Hadid being featured in the Adidas campaign. Responding to the criticism, Adidas 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. As a result, we are revising the remainder of the campaign.”
Hadid, who has often expressed support for Palestinians in Gaza, recently pledged, along with her sister Gigi, to donate $1 million to humanitarian efforts in the region.
Adidas emphasized that the SL72 shoe campaign aimed to unite a broad range of partners and had no intention of evoking historical tragedies. The company is now revisiting its campaign strategy to avoid further controversy.
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