Background and Controversy
The German sportswear giant, Adidas, recently relaunched its SL72 sneaker, a model first showcased at the 1972 Munich Olympics. The tragic events of those games, marked by the massacre of Israeli athletes by the Palestinian Black September group, have left a lasting impact. Bella Hadid, who has Palestinian roots, was featured in the campaign but has been outspoken about her support for Palestinian rights, particularly following the recent Hamas attack on Israel.
Response from Adidas
Adidas announced it would be "revising the remainder of the campaign" and issued an apology for any distress caused by the unintended historical connections. The company emphasized that the references to the 1972 events were entirely unintentional.
Public and Official Reactions
The Israeli embassy in Germany and other pro-Israeli groups condemned the campaign, questioning Adidas's claim of unintentional reference to the Munich massacre. Ron Prosor, Israel’s ambassador to Germany, highlighted the deep historical significance of the 1972 terror attacks for both Germans and Israelis.
In contrast, many social media users expressed support for Hadid and criticized Adidas's decision, with some calling for a boycott of the company. Hadid's involvement in pro-Palestinian demonstrations and her description of Israel's actions as "genocide" have further fueled the controversy.
Pro-Palestinian Demonstrations and Historical Context
The recent Gaza war, triggered by a Hamas attack on October 7, has resulted in significant casualties on both sides. Hadid has been active in pro-Palestinian demonstrations, and her outspoken stance has drawn both support and criticism. In 2021, she, along with her sister Gigi Hadid and singer Dua Lipa, faced accusations of anti-Semitism from the World Values Network.
Adidas's Future Campaigns
Adidas will continue the SL72 campaign featuring other prominent figures such as footballer Jules Kounde, singer Melissa Bon, and model Sabrina Lan. The company has previously taken a strong stance against anti-Semitism, ending its partnership with US rapper Ye over his anti-Semitic remarks.
Germany's Stance on the Conflict
Germany's unwavering support for Israel in the current conflict is influenced by its historical guilt over the Holocaust. This stance, however, has led to criticisms of marginalizing Palestinian voices.
Financial Impact on Adidas
Despite the controversy, Adidas shares rose by 5% following a strong Q2 performance and a second outlook hike for the year. The company's optimistic forecast is attributed to declining demand for some of Nike's key products, indicating potential sustained growth for Adidas into 2025.
Conclusion
The decision to drop Bella Hadid from the campaign reflects the delicate balance global brands must maintain in navigating historical sensitivities and contemporary political issues. As Adidas moves forward, it remains to be seen how this decision will impact its brand image and relationships with both consumers and advocates on either side of the conflict
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