Adidas faces furious backlash after choosing pro-Palestine Bella Hadid to model shoes first designed for 1972 Munich Olympic games that saw 11 Israelis slaughtered by terrorists

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  • Sportswear brand recruits controversial model to model relaunched SL 72 shoes
  • The shoes were designed for the 1972 Olympics – site of the Munich Massacre
  • Jewish groups react with fury as Adidas says it is ‘revisiting’ the ad campaign 

Adidas has provoked fury after choosing pro-Palestinian model Bella Hadid to model a revamped line of trainers first worn at the 1972 Olympics where 11 Israelis were killed.

The shoes were originally designed for athletes at the Munich Games where Palestinian terror group Black September kidnapped and murdered Jewish competitors and coaches.

Hadid was selected to front the SL72 range after causing outrage last month for allegedly spreading fake news that Hamas gave one of the hostages a birthday cake.

She has been also accused of ‘fanning the flames of anti Semitism’ by labelling the Jewish state ‘supremacist’ and stating: ‘Jesus was Palestinian’.

Last night Adidas apologised for its ‘completely unintentional’ link to the ‘tragic historical events’ and said it is ‘revising the remainder of the campaign’.

Adidas has sparked fury by recruiting pro-Palestine model Bella Hadid to model the new incarnation of its SL 72 trainers - first made for athletes at the 1972 Munich Olympics

Adidas has sparked fury by recruiting pro-Palestine model Bella Hadid to model the new incarnation of its SL 72 trainers – first made for athletes at the 1972 Munich Olympics

A member of the Black September group of Palestinian terrorists, whose actions led to the deaths of 11 Israeli athletes at the 1972 Games

A member of the Black September group of Palestinian terrorists, whose actions led to the deaths of 11 Israeli athletes at the 1972 Games

Hadid was spotted taking part in a pro-Palestinian march in New York City in May 2021 and has shared pro-Palestine content on social media

Hadid was spotted taking part in a pro-Palestinian march in New York City in May 2021 and has shared pro-Palestine content on social media

An Adidas shop in Berlin. The company says it is 'revisiting the remainder' of the SL 72 advertising campaigns

An Adidas shop in Berlin. The company says it is ‘revisiting the remainder’ of the SL 72 advertising campaigns

The PR disaster comes as it emerged a memorial ceremony to the victims of the 1972 Games will be held in a secret location this year outside of the Olympic Village.

It has been moved from Paris City Hall to an undisclosed, smaller location amid claims they fear attacks from extremists.

Jewish groups last night blasted Adidas and said it ‘should be ashamed’ over the range commemorating Munich 1972.

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Bella Hadid called out for ‘Hamas birthday cake’ post on Instagram

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Armed terrorists stormed the Olympic Village and took 11 Israeli athletes, coaches and officials hostage in their apartments on September 5.

They shot dead two members immediately before an 18-hour hour standoff ended with the remaining Israelis killed in a botched rescue mission.

A spokesman for the Combat Anti-Semitism Movement told the Mail: ‘For Adidas to choose Hadid, someone who is constantly baiting Jews and attacking the Jewish state, is bad enough.

‘But to have her launch a shoe commemorating an Olympics where so much Jewish blood was shed is just sick.’

Another group, Stand With Us UK, said there is ‘an appalling irony’ in promoting the Munich 1972 Games with a model ‘who herself has spread lies and misinformation about Israel’. It added: ‘Adidas should be ashamed’.

The German clothing firm announced the SL 72 range this week which includes an ‘OG’ trainer – standing for Olympic Games.

A description reads: ‘First released in 1972 to equip athletes for the Summer event, the adidas SL72 OG shoes have a lightweight build that revolutionised running.’

The StopAntisemitism group said ‘the shoe fits’ for Adidas choosing Hadid to front a 1972 Olympics shoe ‘relaunch’ given it previously came under fire for its relationship with rapper Kanye West.

West was eventually let go for saying there’s ‘a lot of things I love about Hitler’, but last year Adidas Chief Executive Bjørn Gulden said it was ‘very unfortunate’ they parted ways.

Adidas made the announcement on social media, describing the trainer as a 'retro-inspired classic with effortless appeal'

Adidas made the announcement on social media, describing the trainer as a ‘retro-inspired classic with effortless appeal’

The supermodel shared a post on her Instagram stories last month in which she claimed that Hamas made released hostage Almog Meir Jan, 21, a birthday cake while he was held in captivity
She also shared a separate post, seemingly suggesting that Hamas hostages are treated better than Palestinians detained in Israel

The supermodel shared a post on her Instagram stories last month in which she claimed that Hamas made released hostage Almog Meir Jan, 21, a birthday cake while he was held in captivity (left). She also shared a separate post (right) seemingly suggesting that Hamas hostages are treated better than Palestinians detained in Israel

Hadid last month falsely claimed that hostage Almog Meir Jan, 21, was made a birthday cake by Hamas before Israeli special forces rescued him.

She posted a picture of him hugging his mother after being saved and wrote: ‘Released Israeli captive revealed that Ham@s made him a birthday cake during captivity.’

Mr Meir Jan was held in chains by his captors who forced him to use a bucket for a toilet and regularly beat him and fellow hostages over eight months.

While he has not been interviewed since his rescue his family say they have ‘no idea’ where claims he was made a birthday cake came from.

Ms Hadid, whose father is a Palestinian property tycoon, has been a vocal critic of Israel throughout the war.

The Israel Olympic Committee refuted reports that the 1972 memorial has been moved over security concerns this year saying it was nothing more than a logistical issue.

An Adidas spokesman said: ‘We are conscious that connections have been made to tragic historical events – though these are completely unintentional – and we apologise for any upset or distress caused.

‘As a result we are revising the remainder of the campaign. 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.’

Ms Hadid was contacted for comment.