Global sportswear giant Adidas issued a public apology to its partners, including Palestinian-American supermodel Bella Hadid, following backlash over an ad campaign inspired by the 1972 Munich Olympics. 

An Adidas representative acknowledged the controversy surrounding the SL72 campaign in a statement to TMZ. 

“Connections continue to be made to the terrible tragedy that occurred at the Munich Olympics due to our recent SL72 campaign. These connections are not meant and we apologize for any upset or distress caused to communities around the world,” the representative stated.

The representative further stated, “We also apologize to our partners, Bella Hadid, A$AP Nast, Jules Koundé, and others, for any negative impact on them and we are revising the campaign.”

The controversy intensified when Hadid, represented by legal counsel, expressed frustration over Adidas’ perceived lack of acknowledgment regarding the campaign's implications. 

The campaign also faced condemnation from the Israeli Occupation, which criticized both the ad and Hadid’s involvement, citing her Palestinian heritage as a point of contention.