Pat Harrington reports on the Adidas SL 72 Shoes Controversy with Bella Hadid

397 words, 2 minutes read time.

In the world of fashion and sports, collaborations between brands and celebrities are a common strategy to connect with diverse audiences. However, sometimes these partnerships can inadvertently become entangled in historical and political sensitivities. Such was the case with the collaboration between Adidas and Bella Hadid for the Adidas SL 72 shoe, which led to a controversy that garnered international attention.

The Adidas SL 72 shoe, originally designed for the 1972 Munich Olympics, holds a special place in the brand’s history. It represents a legacy of athletic excellence and the spirit of global competition. The decision to feature Bella Hadid, a model of Palestinian descent, in the campaign for this iconic shoe was met with criticism due to the tragic events that occurred during the 1972 Munich Olympics, where Israeli athletes were targeted in a terrorist attack.

Adidas, in response to the backlash, issued an apology, stating that any connection made to the tragic historical events was completely unintentional. The company emphasized its commitment to sport as a unifying force and its ongoing efforts to champion diversity and equality. This response highlights Adidas’s sensitivity to the issue and its dedication to inclusivity in sport and culture.

Bella Hadid, a vocal advocate for Palestinian rights, found herself at the centre of this controversy. It is important to note that her advocacy work is separate from her professional endeavours, including her partnership with Adidas. The criticism directed towards her involvement in the campaign overlooks the broader context of her career and her personal commitment to humanitarian causes.

The controversy surrounding the Adidas SL 72 shoe campaign serves as a reminder of the complex interplay between commerce, culture, and history. It underscores the need for brands and public figures to navigate these realms with awareness and consideration. Adidas’s and Bella Hadid’s responses to the situation demonstrate a conscientious approach to addressing the concerns raised, reaffirming their respective stances on promoting unity and understanding through their platforms.

The irony lies in the unintended consequence of the controversy – a surge in publicity for the very product at the heart of the debate. The iconic trainers, which were a nod to a bygone era of sports, suddenly found themselves at the centre of a modern geopolitical maelstrom. The discourse surrounding the campaign brought an intense spotlight not only on the trainers but also on the individuals involved, particularly Bella Hadid, whose Palestinian heritage added layers of complexity to the narrative.

The phenomenon where controversy fuels public interest is not new, yet it remains a potent force in the dynamics of brand visibility. In this instance, the heightened media coverage and social media discourse inadvertently served as a catalyst for increased awareness and discussion about the Adidas trainers. While the original intent of the campaign was overshadowed, the Israeli criticisms and resultant conversation ensured that the trainers became a topic of discussion across various platforms, potentially reaching a wider audience than initially anticipated.

This scenario underscores the unpredictable nature of branding in a politically aware and socially connected world. It highlights how brands and personalities can become enmeshed in the broader socio-political conversations of the times, regardless of their original intentions. For Adidas and Bella Hadid, the intersection of past and present, of sports heritage and contemporary issues, has demonstrated that the impact of a campaign can extend far beyond its initial marketing goals, resonating in ways that are as complex as they are unexpected. The dialogue generated from this incident may continue to shape perceptions and discussions around brand campaigns that intersect with historical and cultural sensitivities.

By Pat Harrington

Picture credit

By Georges Biard, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=69485383

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