Bella Hadid Apologizes For Controversial Adidas Ad: "I Am Shocked, I Am Upset"

This month, Bella Hadid and Adidas angered Israel and other Jewish members over their controversial SL 72 Adidas campaign.

The ads, which featured Hadid in a pair of SL 72 sneakers, sent the internet into a frenzy due to the shoes' connection to the 1972 Munich Olympics, where Israeli athletes were tragically killed. The campaign was quickly pulled after Israel condemned it. Hadid – who maintains that she had no knowledge of its historical significance – allegedly hired a legal team to sue the company over the mishap.

On July 29, 2024, the model apologized through her Instagram Stories. According to Hadid, she was not aware of the killings in 1972 and is upset over the "lack of sensitivity" that went into the campaign. She never would have agreed to do the campaign had she known about the tragic event. "For those of you that do not know my heart, I want to make sure you're hearing directly from me about my recent campaign with adidas. I would never knowingly engage with any art or work that is linked to a horrific tragedy of any kind," she wrote.

"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 added.

Still, she maintains that her team and Adidas "should have known" prior to moving on with the campaigns. "My team should have known, adidas should have known and I should have done more research so that I too would have known and understood, and spoken up. As I always have, and always will, speak up for what I believe to be wrong," Hadid said. "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 any hate in any form, including antisemitism. That will never waiver, and I stand by that statement to the fullest extent."

Hadid, who is half-Palestinian, does not want to link the horrific Israeli murders to her people. "Connecting the liberation of the Palestinian people to an attack so tragic, is something that hurts my heart. Palestine is not synonymous with terrorism and this campaign unintentionally highlighted an event that does not represent who we are," she said. "I am a proud Palestinian woman and there is so much more to our culture than the things have been equated over the past week. 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." [sic]

While some criticize Hadid as being pro-violence, she consistently condemns it and advocates for peace. "I will always stand for peace over violence any day," she concluded. "Hate has no place here, and I will forever advocate for not only my people, but every person world wide."

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