The renowned sportswear brand faces allegations of anti-Semitism after selecting a model who supports the Palestinian cause to represent its latest advertising campaign, which marks the 52nd anniversary of the tragic events at the 1972 Munich Olympics, where 11 Israeli athletes lost their lives.

Bella Hadid, the American model, has finally addressed the backlash following her appearance in an Adidas campaign that drew significant criticism for its allusions to the 1972 Munich Olympics.

The campaign advertises the reissue of the SL72s retro sneaker. Nonetheless, the campaign has faced backlash on social media for its commemoration of the 1972 games, during which 11 Israeli athletes and a German policeman lost their lives in an attack by the Palestinian militant group known as “Black September.”

Hadid, with her Palestinian and Dutch heritage, has openly expressed her support for Palestine during the ongoing conflict with Israel. In a statement, she remarked: “I am shocked, disgusted and disappointed by the lack of sensitivity that went into this campaign.”

The American Jewish Committee has expressed disapproval of Adidas for selecting a model known for anti-Israel sentiments to honor the “dark Olympics.” Critics argued that Hadid’s participation in the campaign signified “either a glaring oversight or a deliberate and provocative choice.” They maintained, however, that neither explanation met their standards.

They stated: “We urge Adidas representatives to rectify this unacceptable situation.”

Last week, Adidas issued an apology, stating that it was “rethinking” the campaign featuring Hadid. On Monday evening, July 29, Hadid expressed in a statement that she would never “knowingly participate in any work of art” that honored “such a tragedy.”

She remarked, “Before the campaign launched, I had no knowledge of the historical connection to the tragic events of 1972.”

She clarified that had she been aware of the historical references, she would have opted out of the campaign: “My team should have been informed, Adidas should have been aware, and I should have conducted more thorough research to fully grasp the situation and address it appropriately.”

The 27-year-old model gracefully kneels on the ground, cradling a beautiful bouquet of flowers in her hands. The shoe being showcased made its debut in 1972, coinciding with the tragic events of the Munich Olympics.

Hadid expressed,

“Although the goal was to create a positive impact and unite individuals through art, the absence of comprehension from all parties diminished the ultimate outcome.” I stand firmly against all forms of hatred, including anti-Semitism. That will forever be my stance. Connecting the freedom of the Palestinian people to such a heartbreaking event is profoundly painful for me. Palestine does not equate to terrorism; however, this campaign has unintentionally brought attention to a historical event that fails to reflect our true identity.”

Hadid, identifying as a “proud Palestinian woman,” expressed her ongoing support for the Palestinian cause while also advocating for a world devoid of anti-Semitism.

“Our culture encompasses so much more than the stereotypes that circulated on social media last week,” she continued.

She affirmed, “I will consistently advocate for peace rather than violence, without exception.” There is no room for hate here, and I will consistently advocate not only for my community but for all communities across the globe.

Adidas representatives issued a statement clarifying that there was no intention to reference the 1972 attack: “We recognize that this campaign has been linked to tragic events, but this was not our intention.” We sincerely regret any discomfort we may have caused. Consequently, we will reevaluate the remainder of the campaign. We see sport as a powerful unifying force globally and are committed to promoting diversity and equality in all our endeavors.

Hadid, the daughter of renowned Dutch model Yolanda Hadid and Palestinian real estate mogul Mohamed Hadid, launched her career at just 16, stepping onto the runway for Tom Ford’s fall/winter 2015 collection. Since then, she has graced campaigns for Victoria’s Secret, Chanel, and Marc Jacobs, and has been featured on more than 20 international Vogue covers. Gigi Hadid, her sister, has made a name for herself as a successful model.