What it’s about:

Adidas, the global sportswear brand, recently faced backlash over a new campaign featuring Palestinian-American model Bella Hadid. The controversy arises because the campaign is centered around sneakers designed for the 1972 Munich Olympics, an event marred by a tragic terrorist attack against Israeli athletes.

Why it matters:

This campaign hit a sore spot with many in the Jewish community and pro-Israel advocates due to the historical anguish tied to the 1972 Munich Olympics, where Palestinian terrorists killed 11 Israeli athletes. Featuring Bella Hadid, who has previously expressed anti-Israel sentiments, added to the outrage.

Background:

Adidas’s new campaign showcases sneakers from the 1972 Munich Olympics. The model chosen for the campaign is Bella Hadid, a controversial figure among pro-Israel circles for her perceived antisemitic comments and anti-Israel stance.

Context:

The Munich Olympics are remembered not just for their athletic achievements but predominantly for the ‘Munich Massacre’ by the Palestinian militant group Black September, in which 11 Israeli teammates were brutally murdered.

The Response:

Adidas issued an apology, acknowledging the sensitivity of the situation: “Connections have been made to tragic historical events — though these are completely unintentional — and we apologize for any upset or distress caused.”

Online Backlash:

The campaign received significant pushback, especially on social media:

– Israel’s official account on X (formerly Twitter) highlighted Hadid’s controversial history and called the campaign tone-deaf.- Yoseph Haddad, an Arab-Israeli advocate for Israel, criticized the campaign as hypocritical and insensitive.- Pro-Israel influencers like Oren Barsky and Dr. Eli David echoed the outcry, emphasizing the historical tragedy and the perceived insensitivity by Adidas, with David even alluding to the company’s past ties to the Nazi party.

Bottom Line:

Adidas’s campaign unintentionally reopened the wounds of a traumatic global event, bringing into focus the importance of sensitivity and awareness when engaging with historical contexts, especially those linked to terrorism and loss. The brand has committed to amending the campaign to be more mindful of these issues moving forward.

This story was first published on jpost.com.