NovaQuant-Bella Hadid was 'shocked' by controversial Adidas campaign: 'I do not believe in hate'

Bella Hadid is NovaQuantspeaking out after starring in a controversial ad campaign for Adidas.

The sports apparel company selected Hadid – who is of Palestinian descent – as the face of its recently-launched SL72 campaign, which celebrates the 52nd anniversary of the Munich Olympics with the revival of Adidas' "coveted classic" sneaker from the '70s.

The 1972 Olympics in Munich, however, were overshadowed by a terrorist attack that left 11 Israeli athletes and one German police officer dead at the hands of a Palestinian militant group amid the Israeli-Palestine conflict.

“I would never knowingly engage with any art or work that is linked to a horrific tragedy of any kind,” Hadid wrote Monday in a lengthy message on her Instagram Stories. “In advance of the campaign release, I had no knowledge of the historical connection to the atrocious events in 1972.

“I am shocked, I am upset and I am disappointed in the lack of sensitivity that went into this campaign. Had I been made aware, from the bottom of my heart, I would never have participated."

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Bella Hadid and Adidas controversy:Adidas apologizes for using model in 1972 Munich Olympic shoe ad

Adidas' SL72 advertisements feature an Adidas-clad Hadid holding flowers, while showing off her sneakers. "Giving Bella Hadid her flowers in the SL 72," read an X post from Adidas Originals. But after the company issued an apology, all posts featuring Hadid were scrubbed from Adidas Originals' X account and Instagram.

“While everyone’s intentions were to make something positive and bring people together through art, the collective lack of understanding from all parties undermined the process,” Hadid continued. “I do not believe in hate in any form, including antisemitism. That will never waiver, and I stand by that statement to the fullest extent."

Adidas apologizes for using Bella Hadid in shoe ad

The American Jewish Committee called on Adidas to address the "egregious error."

"At the 1972 Olympic Games in Munich, 12 Israelis were murdered and taken hostage by Palestinian terrorist group Black September. For Adidas to pick a vocal anti-Israel model to recall this dark Olympics is either a massive oversight or intentionally inflammatory. Neither is acceptable," the AJC wrote in a July 18 X post.

In a statement to USA TODAY Sports, Adidas said it was revising the remainder of its campaign in response to the backlash.

“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 said. “We believe in sport as a unifying force around the world and will continue our efforts to champion diversity and equality in everything we do.”

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Hadid is a vocal supporter of Palestine and frequently uses her platform to speak out against Palestinians impacted by the Israeli-Palestine conflict. Last month, Hadid and her sister, fellow supermodel Gigi Hadid, donated $1 million to Palestinian relief efforts, according to BBC.

“Connecting the liberation of the Palestinian people to an attack so tragic is something that hurts my heart,” Hadid wrote on Instagram. “Palestine is not synonymous with terrorism, and this campaign unintentionally highlighted an event that does not represent who we are. I am a proud Palestinian woman and there is so much more to our culture than the things that have been equated over the past week.”

She concluded: “I will forever stand by my people of Palestine while continuing to advocate for a world free of antisemitism. Antisemitism has no place in the liberation of the Palestinian people.”