Adidas, a well-known sportswear brand, recently made the decision to remove Bella Hadid from its campaign for the retro sneaker honoring the 1972 Munich Olympics. This move has sparked controversy and debate among consumers and industry experts alike. The decision to part ways with Hadid raises questions about the role of celebrities in marketing campaigns, as well as the importance of aligning brand values with those of its ambassadors.
One possible reason for Adidas' decision could be due to public backlash against Hadid's involvement in the campaign. In recent years, consumers have become increasingly vocal about holding brands and their ambassadors accountable for their actions and beliefs. If Adidas felt that Hadid's presence was negatively impacting their brand image or sales, it would make sense for them to distance themselves from her.
On July 18, the German shoe company faced backlash from the American Committee for choosing Hadid as the face of its new SL72 campaign, which celebrates the 52nd anniversary of the Munich Olympics with the revival of Adidas’ “coveted classic” sneaker.
Another factor that may have influenced Adidas' decision is the need to uphold the legacy and significance of the 1972 Munich Olympics. By removing Hadid from the campaign, Adidas may be aiming to refocus attention on the historical significance of this event and honor those who participated in it. This move could also be seen as a way for Adidas to demonstrate its commitment to respecting and preserving important moments in sports history.
The SL 72 campaign, unveiled on Monday, revived the "classic" trainer that was first created for Adidas athletes at the Munich Olympics.
An ad that appeared across Adidas platforms and a Times Square billboard featured Hadid wearing the trainers while holding flowers.
"[T]o have her launch a shoe commemorating an Olympics when so much Jewish blood was shed is just sick," said Sacha Roytman, the chief executive of the Combat Antisemitism Movement.
A flood of social media posts meanwhile expressed support for Hadid, criticized Adidas for axing the model, and called for a boycott of the company.
In late 2022, Adidas ended its contract with the US rapper now known formally as Ye after he triggered an outcry with a series of antisemitic social media posts.
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