• Loading stock data...
Thursday, April 24, 2025

Bella Hadid Apologizes for Olympic Ad: ‘Adidas Should Have Known’

  • Hadid and Adidas were criticized for a shoe campaign memorializing the 1972 Munich Olympics, when Israelis were killed during a terrorist attack.
  • On Monday, Hadid issued a statement on her Instagram, saying she had no knowledge of the ‘historical connection.’
Dan MacMedan-USA TODAY NETWORK

Supermodel Bella Hadid blasted Adidas’s lack of preparation and admitted her team should have done more diligence for an ill-fated shoe campaign tied to the Olympics.

The campaign, launched in March, drew criticism earlier this month for commemorating the 1972 Munich Olympic Games—the same Olympics in which 11 Israeli athletes and coaches were killed during a terrorist attack carried out by Palestinian militant group Black September. Hadid, who is Palestinian, was one of the spokespeople for the SL 72 rollout. She has become known for advocating for pro-Palestinian causes along with her sister Gigi and is a harsh critic of Israel.

In a statement posted on her Instagram story Monday night, Hadid said she “had no knowledge of the historical connection to the atrocious events in 1972.” She said that Adidas and her team “should have known” and that she should have done “more research.”

“I am shocked, I am upset, and I am disappointed in the lack of sensitivity that went into this campaign,” Hadid said. “Had I been made aware, from the bottom of my heart, I would never have participated.” Hadid went on to say that “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. … I will forever stand by my people of Palestine while continuing to advocate for a world free of antisemitism.”

The statement is the first time Hadid has publicly acknowledged the controversy. Last week, however, reports surfaced that Hadid had retained legal counsel to potentially sue Adidas for involving her in a campaign that could tarnish her reputation. Representatives for Hadid did not respond to an emailed request from Front Office Sports for comment at the time. 

Adidas, for its part, issued two separate apologies over a period of several days: one saying the campaign’s connection to the terrorist attack was unintentional, and another apologizing to its own spokespeople, including Hadid, for affiliating them with the advertisements.

Adidas took down its social media posts of the ad campaign, though the SL 72 shoe line is still available for purchase.

The botched campaign is the most recent in a decades-long list of controversies between the German shoe company and the Jewish community. In the past two years alone, Adidas came under fire for designing soccer jerseys with numbers looking similar to the logo for the Schutzstaffel (“SS”), a Nazi paramilitary group, and for being slow to drop Ye (formerly Kanye West) after he went on multiple antisemitic rants.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

The House Settlement Is in Jeopardy. Here’s What It Will Take to..

The parties will try to salvage the settlement over the next two weeks.
James Harden

Adidas Posts Big Profits in First Quarter Without Yeezy

Profits and sales are up after selling off remaining Yeezys last year.

Comcast Leans On Sports As Revenue Slides and Cord-Cutting Grows

NBC Sports’ rights portfolio remains a company bedrock.
NC State women's cross country

Judge Threatens to Reject $2.8 Billion House v. NCAA Settlement

The NCAA and power conferences could end up at trial.

Featured Today

Apr 5, 2025; San Antonio, TX, USA; Duke Blue Devils forward Cooper Flagg (2) reacts after a three point basket against the Houston Cougars during the first half in the semifinals of the men's Final Four of the 2025 NCAA Tournament at the Alamodome.

Cooper Flagg’s Timing Is Perfect for the NBA and USA Basketball

The projected No. 1 pick just declared for the draft.
Apr 14, 2025; New York, New York, USA; Paige Bueckers is interviewed by ESPN after being selected with the number one overall pick to the Dallas Wings in the 2025 WNBA Draft at The Shed at Hudson Yards
April 21, 2025

ESPN’s WNBA Coverage Mirrors the League’s Stunning Growth

“I don’t think we stand still in our coverage of women’s sports,” says Rowe.
Mar 16, 2025; Milwaukee, Wisconsin, USA; Oklahoma City Thunder guard Shai Gilgeous-Alexander (2) celebrates with guard Isaiah Joe (11) after score in the fourth quarter against the Milwaukee Bucks at Fiserv Forum.
April 20, 2025

Unorthodox OKC: The Thunder Redefined Tanking to Become NBA’s Best

A rebuild years in the making has OKC in the driver’s seat.
Mar 13, 2020; Augusta, GA, USA; The front entrance at Augusta National Golf Club in Augusta, Ga., Friday morning. The Masters Tournament has been postponed due to coronavirus concerns.
opinion
April 20, 2025

What’s It Like to Play Augusta? A Day on the World’s Most..

Inside a round at the most exclusive club in the world.

Trump Halts Tariffs That Threatened Sports Apparel Industry

Shares of sportswear companies surged on the news.
Air Jordans are on display at Sole Food on West Fourth in Downtown Cincinnati. The store, owned by William Foreman, offers high-end sneakers that you won’t see in most stores. The most expensive shoe is a Jordan 1 Low Travis Scott “Phantom” that sells for $850.00. Thursday, June 22, 2023
April 4, 2025

‘Killing Industry and Innovation’: Small Sports Retailers Brace for Trump Tariffs

The tariffs could put this ski and snowboard gear startup out of business.
April 7, 2025

Rainy Masters Monday Leads to Refunds, Guaranteed 2026 Tickets

Inclement weather closed the course before noon on the tournament’s first day.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

This week, Two-time Super Bowl Champion and CBS NFL analyst Logan Ryan joins us to talk the business of sports on our third installment of Portfolio Players.
April 3, 2025

Sports Apparel Stocks Nosedive on News of Trump Tariffs

Adidas, Lululemon, and Under Armour shares plunged Thursday.
Mar 19, 2025; Lexington, KY, USA; The Nike Kobe shoes worn by a member of the Creighton Bluejays are seen as he shoots during NCAA Tournament First Round Practice at Rupp Arena.
April 2, 2025

Sportswear Retailers in Crosshairs As Trump Announces More Tariffs

Trump announced sweeping “reciprocal” tariffs.
Oakland A's
March 31, 2025

Fanatics Blames ‘Technology’ Error for Mixed-Up MLB Ads

One image had a fan wearing a Twins jersey and Guardians hat.
March 26, 2025

StubSnub: Former Ticket Company CEO Erased From History in IPO

The company’s cofounder and former CEO is omitted from an IPO document.