Adidas is taking heat for an ad campaign that featured Bella Hadid in a retro shoe tribute to the 1972 Munich Olympics - an event in which 11 Israeli athletes were murdered by a Palestinian activist group. Within hours of the ad going public, criticism erupted. Hadid, a Palestinian American supermodel, has been one of the most vocal anti-Israeli celebrities since the October 7th massacre.
Adidas is claiming "they didn't know." This is utterly absurd. The ad features a sneaker relaunch of a popular 1970s shoe and the 52nd anniversary of the Munich Olympics. But the most memorable thing about the 1972 Olympics is not the shoe; it was the Israeli athletes who were brutally murdered.
To give tribute to the Olympic games of that year without honoring the victims is offensive in itself, much less to cast someone who represents the nationality of the murderers and has vocally supported their cause. This is not an oversight; this is a message.
“We are conscious that connections have been made to tragic historical events — though these are completely unintentional — and we apologize for any upset or distress caused,” Adidas said in a statement to USA TODAY Sports on Thursday. “As a result, we are revising the remainder of the campaign. We believe in sport as a unifying force around the world and will continue our efforts to champion diversity and equality in everything we do.”
Hadid, in turn, is now reportedly speaking with her lawyers about actions that are available to her. According to the reports, she claims she was unaware of what she was getting herself into and condemns Adidas for highlighting the violence of the 1972 Olympics.
It's hard to believe Hadid's claims when she has been openly vocal in support of Palestinian terror, propaganda, and lies.
Hadid was an activist before Oct. 7th, but her Instagram posts after the massacre have garnered increased attention. Here's a look at some of the most notable posts:
In light of these very public events, there is zero percent chance that either party was uninformed. The Israel-Hamas war that is occurring as we speak is the most heightened and painful peak that this conflict has seen in decades, and Adidas took the opportunity to dig up old traumas and add to the fire. Of course, if we look at Bella's ideology she probably thinks the entire thing has been made up.
Companies have a right to their own freedom of speech. But we should listen when they tell us who they are. Most companies choose to stay neutral in the face of political conflict, so when one publicly chooses a side, it should be noted. This is intentional and targeted.
If Bella attempts to claim that she was unlawfully stepped down due to her nationality, she should remember that its her actions and words that have caused this. It's not the color of her skin or where her father comes from, although it still would be insensitive for Adidas to cast their model as the only nationality of the murderers in their campaign.
The Hadid family is a perplexing case of a family that should be thankful to be in America, where they are able to have lives completely different than what it would have been for them in Gaza. They certainly would not be millionaire supermodels. Yet instead of gratitude and understanding, they have used the freedom and prosperity found here to proclaim their sentimental love of their homeland and a skewed perception of reality. The young Americans who look up to Hadid would think of Gaza as a paradise and Hamas as heroes.
Those who do not condemn the ways of the places they run from should be carefully considered before being allowed to take root here. This ideology is pervasive and contrary to the heart of our country. It's time to start putting the soul of America first.
See also:
It's July 4th, and Americans Are Burning Our Flag—Why Are These People Even Here?