The apology came after the German sportswear brand pulled its advertising campaign following criticism of its use of Hadid to announce the relaunch of its SL72 sneaker.
Adidas is now apologizing to Bella Hadid after launching its new marketing ad campaign for the relaunch of the SL72 sneaker, which featured the supermodel.
In a post shared on social media on Sunday morning, Adidas wrote: “Connections continue to be made to the horrific tragedy that occurred at the Munich Olympics through our latest SL72 marketing campaign. These connections are unintentional and we apologize for any upset or distress caused to communities around the world.”
“We made an unintentional mistake,” the apology continued before mentioning Hadid and the other partners involved in the campaign. “We also apologize to our partners, Bella Hadid, A$AP Nast, Jules Koundé and others, for any adverse influence on them and are reviewing the campaign.”
Adidas’ apology came just days after the German sportswear brand pulled the ad after receiving criticism from Israel and other countries not only for including Hadid, who is of Palestinian descent, in the campaign but for promoting that specific shoe, the SL72, a reference to the 1972 Munich Olympics, and using the event as inspiration despite a terrorist attack that took place there in which 11 Israeli Olympic athletes were held hostage and murdered by terrorists.
Adidas has unveiled plans to overhaul its marketing campaign and apologized for the misstepwith Hadid effectively eradicating photos from the photoshoot from her social media pages.
However, the ordeal did not sit well with Hadid, and her authorized team took action, with TMZ report On Saturday, the model was suing Adidas over its lack of public accountability after she felt the brand led a cruel and harmful marketing campaign.
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While Hadid has no issue with the campaign being pulled, sources tell the outlet that she is upset that Adidas would reference the 1972 Olympics without acknowledging the historical context beforehand, and even more upset that they would associate someone with such a horrific tragedy, especially with the violence acting so inconsistently with the model’s personal views.
The company said and continues to say that any connection made between the marketing campaign and the tragic 1972 event was “completely unintentional.”
Hadid is reportedly still under contract with Adidas, despite preliminary reports that the company has “dropped” her.
It’s not yet known whether she’ll stick with the model or take legal action following this apology, but it seems like Adidas is trying to do some damage control to avoid this at all costs.
Opposite Adidas apologizes to Bella Hadid after marketing campaign controversy first appeared on All celebrities.