"I do not believe in hate in any form" — Bella Hadid issues official statement over Adidas 1972 Munich Olympics shoe campaign backlash

Model Bella Hadid issued a statement in response to the backlash against Adidas' 1972 Munich Olympics-themed shoe campaign. On Monday, July 29, 2024, the model took to her Instagram stories to share a lengthy message to express her disappointment at the campaign. She wrote:

"I would never knowingly engage with any art or work that is linked to a horrific tragedy of any kind."

A statement issued by the model (Image via Instagram/@bellahadid)

The advertisement in question, SL 72, featured Hadid holding a retro sneaker from the 1970s commemorating the Munich Olympic Games. The '72 Olympic Summer Games are infamously remembered for the tragic massacre of 11 Israeli coaches and athletes, and a German police officer by a Palestinian militant group. However, the brand and campaign made no reference to the tragic massacre.

Hadid explained she was unaware of the "historical connection to the atrocious events." She continued:

"While everyone's intention were to make something positive, and bring people together through art, the collective lack of understanding from all parties undermined the process. I do not believe in hate in any form, including antisemitism. That will never waiver, and I stand by that statement to the fullest extent."

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"Hate has no place here" — Bella Hadid calls for a world free of antisemitism

While Adidas' SL 72 ad campaign did not mention the Munich Olympics tragedy, a pro-Israeli group, the American Jewish Committee (AJC), criticized the involvement of Bella Hadid. The model is known for her vocal support of the Palestinian people in the conflict between Hamas and the Israeli Defense Force.

Elaborating on the "lack of sensitivity" behind the promotion, Hadid wrote:

"Had I been aware, from the bottom of my heart, I would never have participated. 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."

The model asserted that she would always speak up against the wrong. Bella Hadid added that she was hurt that the narrative compared the liberation of Palestinians to the 1972 attack.

Maintaining that "Palestine is not synonymous with terrorism," she added that the campaign "unintentionally highlighted" an event that didn't "represent" them or their culture. The model continued:

"I will forever stand by my people of Palestine while continuing to advocate for a world free of antisemitism. Antisemitism has no place in the liberation of the Palestinian people. I will always stand for peace over violence, any day. Hate has no place here."

Earlier this month, Adidas confirmed to the Hollywood Reporter that they were "revising" the Munic Games shoe campaign. The brand issued an apology for the "distress" caused by the promotion and for the "negative impact" it had on Bella Hadid's career.

AJC has not yet responded to the model's statement.