Bella Hadid is taking legal action against Adidas. She has hired a legal team to sue the sportswear company for not publicly addressing their recent controversial SL72 campaign. This campaign, which marks the 52nd anniversary of the 1972 Munich Olympics, focuses on reviving a classic sneaker line from the 1970s.
The controversy started when Hadid was announced as the face of Adidas’ new sneaker. The campaign referenced the 1972 Munich Olympics, where 11 Israeli athletes and a German police officer were taken hostage and killed by a Palestinian militant group. This issue is especially sensitive given the ongoing Israeli-Palestinian conflict, which intensified since October 7, 2023.
Bella Hadid, an American model born in 1996 in Washington D.C., has a Palestinian father and identifies as a proud Palestinian. In a May 29 Instagram post, she expressed her Palestinian pride, stating, “Palestine on my mind, in my blood and on my heart. Always…” She wore a Keffiyeh dress to highlight designers supporting the Palestinian cause.
There were initial reports that Adidas had dropped Hadid after the backlash, but sources from TMZ confirm that her contract with Adidas is still valid.
An old speech of Hadid’s has resurfaced, where she says, “I’m not afraid to lose modeling jobs. I will continue to speak up for Palestine.” The Jewish Committee criticized Adidas on Twitter for choosing a model with strong anti-Israel views for this campaign, calling it an “egregious error.”
Hadid’s legal battle with Adidas highlights the complexities and sensitivities around historical events and ongoing conflicts, and how they intersect with modern marketing and personal identities.
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