Adidas apologized for the “negative impact” its Munich Olympics-themed ad had on Bella Hadid and other models who starred in the controversial campaign.
“Connections continue to be made to the terrible tragedy that occurred at the Munich Olympics due to our recent SL72 campaign,” the shoe brand said in a statement Sunday, per TMZ.
“These connections are not meant and we apologise for any upset or distress caused to communities around the world.”
Adidas reiterated that it “made an unintentional mistake.”
“We also apologise to our partners, Bella Hadid, A$AP Nast, Jules Koundé, and others, for any negative impact on them and we are revising the campaign,” the statement concluded.
The German company faced backlash last week for tapping Hadid, who has been a vocal supporter of Palestine amid the Israel-Hamas war, to promote its SL 72 sneakers inspired by the 1972 Games, during which 11 Israeli athletes and one German police officer were killed by a Palestinian militant group.
Adidas first apologized Thursday and announced it would be “revising” the ad after making an “unintentional” reference to the terrorist attack.
“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 brand said in a statement.
“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.”
The initial mea culpa did not specifically name any of the celebrities or athletes who had partnered with Adidas.
The second apology comes after Us Weekly reported that Hadid, 27, had hired an attorney amid the backlash.
An insider told the magazine that the model lawyered up because she wants to confront Adidas “for their lack of public accountability” for involving her in a campaign that “would associate anyone with the death and violence of what took place at the 1972 Munich Games.”
“Violence is not consistent with Bella’s views,” the source added.
However, the insider also denied that Hadid had retained the attorney because her ad was pulled and reiterated she was “upset” with the brand for not “acknowledging the historical context beforehand.”
In the since-wiped photos, the Kin Euphorics co-founder wore vintage sportswear and red and pink versions of the SL 72 shoes.
Hadid, who is half-Palestinian, previously declared her support for her father Mohamed Hadid’s homeland by posting several statements on Instagram and wearing clothing inspired by her roots.
She has yet to publicly address the controversy or her partnership with Adidas.
Reps for Bella and Adidas did not return Page Six’s requests for comment.