Pro-Palestine Bella Hadid 'to sue Adidas' after axe for 1972 Olympic shoe ad

Model Bella Hadid has allegedly hired lawyers to sue Adidas for lack of public accountability after being removed from its 1972 Munich Olympics campaign.

Offbeat

2 min read

The New Arab Staff

22 July, 2024

Sources reveal Bella Hadid is seeking legal action against Adidas for their lack of public accountability [GETTY]

American-Palestinian model Bella Hadid is reportedly suing shoe and sportswear brand Adidas after being dropped from one of its campaigns.

Sources familiar with the situation told American tabloid TMZ that the model had hired legal counsel to sue Adidas for their lack of public accountability, saying she feels Adidas "spearheaded a cruel and damaging campaign".

Hadid was supposed to be the face of a relaunch of the SL72 shoes worn by athletes at the 1972 Munich Olympics, Adidas had revised its campaign after backlash from Israel and pro-Israel social media accounts.

The 1972 Olympics saw 11 Israeli athletes taken hostage and killed by Palestinian gunmen in the hope of releasing Palestinian prisoners held by Israel and two left-wing militants imprisoned in West German jails.

Hadid has been a prominent supporter of the Palestinian cause and a vocal critic of Israel's war on Gaza, sparking criticism from pro-Israel supporters.

Pro-Israel critics have slammed Hadid's inclusion in the campaign with many calling for a boycott of Adidas, despite the model being reportedly unaware of the link between the shoes and the massacre and strongly opposing all violence.

The shoe giant's stock has also reportedly dropped since revising its campaign.

Images of Hadid have been removed from Adidas' social media accounts, and despite a spokeswoman confirming to AFP that the model had been removed, TMZ reported that she is still contracted with the sportswear company.

Adidas has publicly apologised for the campaign in general, stating that the connection between the shoes and the massacre was "completely unintentional" and that it would revise the remainder of the campaign.

Hadid has previously said her outspoken pro-Palestine views have cost her career opportunities.

“I had so many companies that stopped working with me,” she told the Rep podcast in 2022. “I have friends that completely dropped me.”

The New Arab has reached out to Bella Hadid and Adidas for comment.