Antisemitism-Accusations - Adidas changes controversial advertising campaign
Adidas sports equipment manufacturer Adidas announced that it will change its marketing campaign for the revival of a shoe designed for the 1972 Munich Olympics, following criticism from Israel. The Israeli government took offense to the fact that model Bella Hadid was chosen as the face of the campaign. Exact changes have not been disclosed by Adidas.
Controversy over Model Hadid
Hadid's father is Palestinian. Israel accuses her of having made anti-Israeli and anti-Semitic remarks in the past.
The Summer Olympics of 1972 were marred by an attack in which eleven Israeli athletes and officials were killed. The attack was carried out by Palestinian terrorists.
Adidas apologizes
"We are aware that connections to tragic historical events have been established - even if they were completely unintentional - and we apologize for any inconvenience or distress caused," Adidas stated in a press release. "Therefore, we are revising the campaign. We believe in sport as a unifying force around the world and will continue our efforts to promote diversity and equality in all that we do."
Israel on Twitter [
(No change in the text)
- Despite the apology from Adidas, the controversy surrounding the use of Bella Hadid in their marketing campaign for the revival of the 1972 Olympics Running shoe continues to escalate on social media platforms, particularly in Israel.
- Given the political sensitivity of the situation, Adidas decided to shift its marketing strategy for the new Running shoe, which was originally set to be unveiled in Herzogenaurach, Germany, to Munich to distance it from the 1972 Olympics in light of Israel's concerns.
- The cancellation of the initial marketing campaign and its shift to Munich has sparked speculation among Sports Articles analysts that Adidas could be looking to capitalize on the upcoming Olympic Games, to be held in the city, as an opportunity to redeem themselves and increase brand visibility.
- The Israeli government, seeking to protect the memory of the eleven Israeli athletes and officials who lost their lives during the 1972 Olympics attack, has been active on Twitter, urging Adidas to reconsider their choice of model and take greater care when dealing with sensitive historical matters in their marketing campaigns.
- In the face of mounting pressure from Israeli authorities and the public, Adidas has given the green light for the development of a new and diverse line of Running shoes, with a focus on promoting sport as a unifying force, in an effort to repair its damaged reputation and win back the support of international audiences.
