‘We apologize for any upset or distress caused. As a result we are revising the remainder of the campaign,’ a spokesperson from Adidas told the National Post
Sportswear company Adidas has drawn criticism for releasing a shoe that was first launched at the 1972 Munich Olympics, where Israeli athletes and coaches were killed in an attack by Palestinian terrorists, and using a model accused of antisemitism in its ad campaign.
In a post on X, Dazed & Confused Magazine wrote about the launch, saying the shoe was “first introduced as a runners’ shoe for the 1972 Olympic games in Munich.” After seeing the campaign online, social media users were quick to point out their concern, especially due to the person chosen to lead the campaign.
Hadid has more than 60 million followers on Instagram.
Many people on X questioned Adidas’ choices when it came to relaunching the SL 72 sneaker. Comments flooded the company’s post about the campaign on Thursday.
Jewish author Hen Mazzig wrote that he thought the latest campaign was done deliberately.
“This is not a mistake, it’s by design,” he said in a post on X on Thursday.
“A Palestinian model, notorious for spreading blood libel and vile hate speech against Jews, is now referencing the 1972 Munich Olympics, where Palestinian terrorists slaughtered Israeli athletes.”
“Thoughtless actions like this only embolden Israel haters and antisemites ahead of the Paris Olympics scheduled to start next week with an Israeli delegation that has already been repeatedly threatened with violence,” said CAM’s CEO Sacha Roytman.
In a statement to the National Post, an Adidas spokesperson said that the running shoe was designed more than 50 years ago and was “worn in sport and culture around the world.”
“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,” the statement said.
“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.”
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