[Update 2 Aug 2024] adidas CEO Bjørn Gulden addressed the recent SL72 controversy featuring Bella Hadid during the recent earnings call to stakeholders. Admitting a misstep in the campaign’s creation, Gulden expressed hopes to move forward after issuing an apology. He confirmed the brand’s ongoing relationship with Hadid, calling her “a friend of the brand.” Dismissing rumors of a potential lawsuit, Gulden stated he had heard nothing of the matter. You can read the full statement here. 

[Update 30 Jul 2024] Bella Hadid has recently released a statement regarding the adidas SL72 campaign that was pulled. According to the supermodel, she was unaware of the historical connection to the atrocious events and was disappointed by the lack of sensitivity shown in the campaign.

She felt that the responsibility lay not only with adidas but also with her team and herself to have researched the issue more thoroughly and spoken out if necessary. Bella has also reiterated that she will continue to stand for Palestine and advocate for a world free of antisemitism. You can read the full statement on @complexsneakers.

adidas just hit a roadblock with their campaign for the re-release of their classic SL72 silhouette. The shoes, originally worn at the 1972 Munich Olympics, were overshadowed by a tragic event.

The campaign featured supermodel Bella Hadid, a vocal supporter of Palestine. This caused friction, particularly with the Israeli government, due to the Olympics’ dark history. adidas swiftly pulled the ads and apologized for any unintended offense.

News of the controversy is dividing the internet. Some defend Hadid, while others believe adidas made the right call. Things escalated with rumors of Hadid suing adidas, reportedly unhappy with how they handled the situation.

Both adidas and Bella Hadid have scrubbed the campaign from social media, leaving everyone to wonder how this will unfold. While adidas has made a public apology, Bella Hadid has reaffirmed her commitment to advocating for Palestine.

Source: Hypebeast

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