The Backlash Over Adidas’ SL72 Campaign

Adidas recently faced backlash over its SL72 campaign, which unintentionally evoked a historical tragedy. The SL72 sneaker was first introduced during the 1972 Olympic Games, an event that Adidas sponsored by providing footwear to athletes. The campaign aimed to celebrate this iconic moment, but the choice of ambassador for the campaign, Palestinian supermodel Bella Hadid, sparked controversy.

Hadid, a vocal advocate for Palestinian rights, was a surprising choice given the campaign's historical context. Since the Palestinian-Israeli conflict has become more discussed over the past several months, many public figures have voiced their support for Palestinians. To many, Hadid is one of the biggest voices when it comes to Palestinian rebellion against Israel, which is why her recent collaboration with Adidas has caused some backlash. 

The 1972 Olympics are infamously remembered for the Munich Massacre, when a Palestine Liberation Organization infiltrated Munich's Olympic Village with military weaponry and kidnapped hostages to make a stand on their message: the liberation of over 200 Palestinian citizens and prominent leaders held in Israeli camps. Unfortunately, the plan resulted in the death of 17 people (11 Israelis, one German officer and five Palestinians from the liberation organization) This tragic event has cast a long shadow over the legacy of the 1972 Games. 

Adidas launched the first part of the SL72 campaign on March 28, 2023, and followed up with a second phase featuring Hadid. The backlash was swift and severe, criticizing the insensitivity of the choice given Hadid’s prominent advocacy for Palestinian lives. Many argued that Adidas should have been aware of the historical implications and potential sensitivities surrounding the Munich Massacre.

Hadid also shared a statement via Instagram Story in response to the controversy:

In response to the backlash, Adidas issued a public apology, stating that they were unaware of the full historical context and how it might affect the campaign's reception. This controversy highlights a recurring issue for the brand, which has previously faced criticism for historical insensitivity, such as providing shoes to the Nazi party in the 1960s and banning the number 4 from their Germany kit earlier this year due to its association with the Schutzstaffel. 

The situation has further escalated as Hadid plans to sue Adidas, alleging that the brand's lack of preparation and sensitivity led to significant personal and professional fallout. Adidas has taken to Instagram to apologize to Hadid about the recent campaign.

This incident underscores a broader issue of corporate accountability and the disconnect between companies and the historical and cultural implications of their marketing choices. If a major company like Adidas can overlook such crucial details, it raises concerns about how well companies understand and address the complexities of their public relations strategies and partnerships.