Sportswear giant Adidas has removed images of pro-Palestine model Bella Hadid from its Munich 1972 throwback campaign.
The move comes as a mark of respect for the 11 Israeli team members who lost their lives during those Olympic Games.
The campaign, which features the relaunch of the classic SL72 trainers, initially included Hadid as a prominent face. However, the choice of the 27-year-old American model has sparked controversy due to her outspoken stance on the Israeli-Palestinian conflict.
The 1972 games were overshadowed by members of the Palestinian organisation Black September taking the 11 hostage. All five athletes and six coaches were killed, as well as a West German policeman after a rescue attempt failed.
Hadid, 27, born in the US to a father of Palestinian heritage, has joined in with chanting the controversial slogan: “From the river to the sea, Palestine will be free”.
Palestinian supermodel Bella Hadid is the new face of ADIDAS for the relaunch of the 1972 Olympic shoe…🇵🇸🇵🇸🇵🇸 pic.twitter.com/qHETMrGSof
— Pelham (@Resist_05) July 18, 2024
The model has also made a number of Instagram posts stating her sorrow at deaths as part of the Hamas-Israel conflict.
Israel’s government has denounced the partnership on Twitter.
“Adidas recently launched a new campaign for their shoes to highlight the 1972 Munich Olympics,” a tweet read.
.@Adidas recently launched a new campaign for their shoes to highlight the 1972 Munich Olympics.
— Israel ישראל (@Israel) July 18, 2024
Eleven Israelis were murdered by Palestinian terrorists during the Munich Olympics.
Guess who the face of their campaign is? Bella Hadid, a half-Palestinian model who has a history… pic.twitter.com/IgdGq2OLmd
“Eleven Israelis were murdered by Palestinian terrorists during the Munich Olympics.
“Guess who the face of their campaign is? Bella Hadid, a half-Palestinian model who has a history of spreading antisemitism and calling for violence against Israelis and Jews.
“She and her father frequently promote blood libels and antisemitic conspiracies against Jews.
“Adidas, any comment?”
Adidas has apologised and said it will revise the remainder of the campaign.
It is thought that other campaign faces including rapper A$AP Nast and French footballer Jules Koundé will continue.
A statement added: “We are conscious that connections have been made to tragic historical events – though these are completely unintentional – and we apologise for any upset or distress caused.”
