In the world of global brands, even the most well-known companies can find themselves in the middle of controversies. Adidas, a major name in sportswear, recently faced a challenging situation involving one of their advertising campaigns. This crisis was not just about the product, but also about history, politics, and the delicate balance brands must maintain in today’s world.
About the Campaign
In July 2023, Adidas released an ad for its SL72 sneaker, a throwback to a design from the 1972 Munich Olympics. These Olympics are infamous for a tragic event where Palestinian militants took 11 Israeli athletes hostage, leading to their deaths. Adidas featured Bella Hadid, a well-known supermodel of Palestinian descent to promote the sneaker .
Hadid is a prominent figure known for her support of Palestinian causes. Her involvement in this campaign, given the historical context, quickly drew criticism from many who felt the ad was insensitive.
The Backlash and Adidas' Response
The campaign sparked a wave of criticism. People felt that linking Hadid with an event tied to such a tragic part of history was inappropriate. This controversy was also amplified by Adidas’ past issues, including criticism over its slow response to Kanye West’s antisemitic remarks in 2022.
Here’s how Adidas responded:
● July 19, 2023: Adidas issued a statement to NBC News, acknowledging that the campaign was unintentionally linked to tragic events. They apologized for any distress caused and promised to revise the campaign.
● July 21, 2023: The Adidas Originals Instagram account posted an apology on its story. The brand acknowledged that the campaign unintentionally upset people and expressed regret for any distress. They apologized to Bella Hadid, A$AP Nast, Jules Koundé, and others involved, and mentioned they were making changes to the campaign.
● Campaign Changes: Adidas removed all images of Bella Hadid from their website and social media platforms.
Why This Matters
This situation teaches us several important lessons:
1. Respecting History: When brands use historical events in their marketing, they need to be aware of the full context and how it might affect different people. This incident showed how important it is to consider the broader implications of such references.
2. Celebrity Partnerships: Working with celebrities can be a double-edged sword. While they bring attention and appeal, their personal views and past actions can sometimes create unexpected challenges for the brand.
3. Quick and Thoughtful Reactions: Adidas’ prompt removal of the campaign images and apologies were crucial in addressing the backlash. It’s a reminder that brands need to respond quickly and thoughtfully to manage any controversies.
4. Public Sensitivity: The backlash highlights how brands must be sensitive to public reactions and the diverse views of their audience. What might seem like a small oversight can quickly escalate into a major issue.
What's Next?
Adidas is taking this incident seriously and revising its approach to avoid similar issues in the future. The company’s response reflects the importance of learning from mistakes and being more mindful in their marketing strategies.
This controversy with Bella Hadid is a clear example of how brands must navigate complex issues carefully. As Adidas moves forward, the lessons learned from this situation will likely shape how they handle future campaigns and partnerships.
References
1. https://www.today.com/news/adidas-bella-hadid-ad-controversy-explained-rcna163051
2. https://www.prdaily.com/bella-hadid-apologizes-for-adidas-ad/
3. Photograph –
https://www.nbcphiladelphia.com/news/national-international/adidas-apologizes-for-featuring-bell
a-hadid-in-1972-munich-olympics-shoe-ad/3917686/
