Adidas’ brand sentiment declines after dropping Bella Hadid over her support for Palestinians.
Athletic apparel and footwear brand Adidas has seen a dramatic decline in brand sentiment after dropping fashion model Bella Hadid from its latest sneaker campaign.
According to media intelligence firm CARMA, negative social media conversations about the brand have surged by over 400%. Currently, Adidas’ sentiment stands at 8.9% positive and 45.5% negative, compared to 35% positive and 8% negative before Hadid’s removal.
Online critics accuse Adidas of yielding to political pressure, which has intensified calls for a boycott of the brand, CARMA reported.
Adidas has apologized to Bella Hadid for the “negative impact” of a shoe campaign honoring the 1972 Munich Olympics.
This is the second apology from the brand, which removed Hadid from the campaign and plans to revise its advertising after criticism from Israel.
Reason behind the Apology to Bella Hadid: In short
Hadid, who is half-Palestinian, was featured in the SL72 trainers relaunch, originally created to mark the Munich Games. The 1972 Olympics were marred by a Palestinian militant group attack, resulting in the deaths of two Israeli athletes, nine hostages, five attackers, and a German police officer during a failed rescue attempt.
After Hadid’s Adidas campaign launched, Israel accused her of antisemitism and inciting violence against Israelis and Jews.
Hadid has previously faced criticism from Israel due to her pro-Palestinian support and advocacy for Gaza relief efforts during the Israel-Hamas conflict.
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