TMZ reported on Sunday that model Bella Hadid, of Palestinian descent, is preparing to sue Adidas. The legal action reportedly stems from a controversial Adidas campaign featuring sneakers initially designed for the 1972 Munich Olympics.
During these Olympics, eight members of the Palestinian militant group Black September infiltrated the Olympic Village, killed two Israeli team members, and took nine others hostage, who were later killed. Contrary to some reports, Hadid is still under contract with Adidas.
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Pro-Israel social media users criticized the brand for hiring Hadid, a vocal opponent of Israel, to promote shoes associated with the infamous Olympics. Hadid, along with her sister Gigi and father Mohamed, has been accused of spreading antisemitic rhetoric on social media.
Mohamed Hadid has made numerous antisemitic and anti-Israel comments, including denying the genetic connection of Israeli Jews to ancient Hebrews and making racist and homophobic remarks about Rep. Ritchie Torres.
Adidas has since apologized, stating to The Washington Times, “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.”
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Israel’s official account on X objected to Hadid being the “face of [the Adidas] campaign,” highlighting that “eleven Israelis were murdered by Palestinian terrorists during the Munich Olympics.” Hadid has consistently criticized the Israeli government and supported Palestinians, recently urging her Instagram followers to pressure leaders to protect civilians in Gaza.
Adidas stated that the campaign for the SL72 shoe “unites a broad range of partners.” The company acknowledged that unintended connections to tragic historical events were made and apologized for any distress caused. Consequently, Adidas is revising the remainder of the campaign.
The company did not specify the changes to be made. Other advertising images featuring Adidas brand ambassadors such as French footballer Jules Koundé, US rapper A$AP Nast, and Chinese model Sabrina Lan remain online.