What Happened to Bella Hadid? Adidas Campaign Controversy Explained

The re-release of Adidas’ iconic SL 72 running sneaker has ignited substantial controversy due to its latest ad campaign featuring Bella Hadid. Some groups have voiced strong objections, criticizing the campaign for what they perceive as political insensitivity. This backlash has left many of Hadid’s fans concerned and curious about the matter. Here are all the details about the controversy.

Bella Hadid Adidas campaign controversy explained

Earlier this month, Adidas partnered with Bella Hadid to re-release its SL 72 running sneaker. They were originally introduced at the 1972 Munich Olympics. However, the campaign quickly garnered significant backlash. The SL 72 campaign coincided with the 52nd anniversary of the Munich Games, a tragic event where 11 Israeli athletes and coaches were killed by Palestinian terrorists. Although the campaign did not reference this incident, the American Jewish Committee condemned Hadid’s involvement due to her support for Palestinian relief efforts in Gaza during the ongoing conflict with Israel.

Adidas has since apologized for the campaign, saying they will revise the campaign to consider political and historical sensitivities.

What statement did Bella Hadid give?

In a detailed Instagram story, Bella Hadid addressed the controversy surrounding Adidas’ recent campaign, expressing shock and disappointment. She clarified that she had no prior knowledge of the campaign’s connection to the 1972 Munich Olympics.

She wrote, “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.”

Hadid remarked that both her team and Adidas should have conducted more thorough research. She affirmed, “As I always have, and always will, speak up for what I believe to be wrong.” The model condemned the false equivalence between Palestinian liberation and antisemitism and expressed pride in her Palestinian heritage.

Hadid concluded, “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.”