Adidas issued an apology following backlash over their decision to feature Palestinian supermodel Bella Hadid in advertisements for the relaunch of their 1972 Munich Olympic sneakers.

The German sportswear giant recently chose Hadid to be the face of the SL72 campaign, commemorating the 52nd anniversary of the Munich Olympics by reintroducing their 1970s sneaker. 

The advertisements featured Hadid wearing Adidas attire and holding flowers while showcasing the SL72 sneakers.

Hadid, whose father is Palestinian, often expressed pride in her Palestinian roots and has been one of the more vocal celebrities about the ongoing Israeli Occupation aggression on the Gaza Strip. 

She participated in protests against former US President Donald Trump's decision to recognize Jerusalem as “Israel's” capital in 2017 and recently, along with her sister Gigi Hadid, donated USD 1 million to Palestinian relief efforts.

However, the American Jewish Committee (AJC) criticized Adidas for what they called an "egregious error." The AJC's statement on X highlighted the insensitivity of choosing a model known for her pro-Palestinian stance in relation to an event marred by violence from a Palestinian group.

Additionally, several public figures and organizations also condemned the campaign. 

"Israeli" journalist and social media influencer Yoseph Haddad criticized the campaign, calling it "unbelievable, hypocritical, and disgusting." 

StopAntisemitism and internet personality Oli London echoed similar sentiments, condemning Hadid's involvement in the campaign due to her outspoken criticism of “Israel”.

In response to the controversy, Adidas stated, “We are conscious that connections have been made to tragic historical events—though these are completely unintentional—and we apologize for any upset or distress caused.” 

Adidas announced plans to revise the remainder of the campaign and reiterated its commitment to promoting “diversity and equality.”

The company removed all posts featuring Hadid from their social media accounts.