In a recent advertising misstep, Adidas faced intense backlash for featuring Palestinian-American model Bella Hadid in a campaign for its SL 72 sneaker. The shoe, originally released for the 1972 Munich Olympics, carries a somber historical connection to the tragic events of that year, where 11 Israeli athletes were killed in a Palestinian terrorist attack.
The choice of Hadid, who has been openly critical of Israel, sparked outrage, raising questions about how Adidas could overlook such a significant historical context.
Read: Amapiano Africa Summit: celebrating South Africa’s cultural phenomenon
Adidas’s decision to use Hadid in the campaign for a shoe tied to such a painful event for Israel seemed to many as insensitive and poorly considered.
Accusations of antisemitism
The German sportswear giant faced immediate criticism from various quarters, including the Israeli government, which accused Hadid of antisemitism. This reaction prompted a reevaluation of Adidas’s advertising strategies and procedures.
In response to the uproar, Adidas’s CEO Bjorn Gulden addressed the issue during an earnings call, admitting to the mistake. “We did the mistake in the way that bits and pieces in this campaign were put together and when you do a mistake, you apologize and you move on — and that’s what we did,” Gulden said. His acknowledgment of the oversight and the subsequent apology underscored the company’s recognition of the error and its commitment to avoiding similar missteps in the future.
Bella Hadid also released a statement, expressing her regret for participating in the campaign. She apologized for her involvement and explained that she was unaware of the historical connection between the SL 72 sneaker and the Munich Olympics. “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,” Hadid wrote. She reiterated her support for Palestinians while condemning antisemitism.
Sensitivity to historical contexts
The controversy highlights the complexities and challenges of marketing in an industry that is constantly under the microscope. Gulden emphasized that no process, software, or external adviser can fully eliminate the potential for mistakes, especially in a field as scrutinized as sports and fashion. This incident serves as a stark reminder of the importance of thorough research and sensitivity to historical contexts in advertising.
Additionally, Adidas recently faced another sensitive issue involving a video of the Argentine national football team, who are outfitted by Adidas, singing an offensive song about French footballers. Argentine player Enzo Fernandez apologized for the incident, and FIFA is investigating the matter. Despite these controversies, Adidas has extended its contract with Argentina’s football association through 2038.
As Adidas navigates these challenges, the company is likely to implement stricter review processes to prevent future missteps. The incidents underscore the importance of cultural and historical awareness in global marketing campaigns, particularly for brands with such a broad and diverse audience.
