Global sportswear brand Adidas finds itself embroiled in controversy after pulling an ad campaign featuring model Bella Hadid, accusing her of antisemitism for her pro-Palestinian activism. The move has sparked widespread criticism, with many accusing the company of silencing Palestinian voices and conflating support for Palestinian rights with antisemitism.
A History of Advocacy and Backlash
Bella Hadid, a prominent figure in the fashion industry, has been a vocal supporter of Palestinian rights. The daughter of a Palestinian father, Hadid has used her platform to raise awareness about the plight of Palestinians living under Israeli occupation.
Her activism has included attending pro-Palestinian marches, donating to humanitarian aid organizations supporting Palestinians, and speaking out against the killing of innocent civilians in the ongoing Israeli-Palestinian conflict. Hadid has also criticized Israel’s military actions in Gaza, including the devastating 2021 bombardment that resulted in the deaths of over 250 Palestinians, according to the United Nations.
Adidas Caves to Pressure, Pulls Campaign
The controversy erupted when Adidas launched an ad campaign featuring Hadid, promoting their SL 72 shoe line. Israel’s official social media accounts, managed by the Ministry of Foreign Affairs, immediately condemned the campaign.
In a post on X (formerly Twitter), the Israeli Foreign Ministry stated, “Eleven Israelis were murdered by Palestinian terrorists during the Munich Olympics. Guess who the face of their campaign is? Bella Hadid, a half-Palestinian model who has a history of spreading antisemitism and calling for violence against Israelis and Jews.”
The statement referenced the tragic events of the 1972 Munich Olympics, where Palestinian militants took Israeli athletes hostage, resulting in a deadly siege.
Despite facing no credible accusations of antisemitism previously, Hadid’s support for Palestinians was framed as inherently anti-Jewish by Israeli officials.
Bowing to pressure, Adidas swiftly pulled the campaign and issued an apology. In a statement to CBS News, the company said, “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.”
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