Adidas apologized to Bella Hadid following the backlash over the Olympic campaign controversy
Even in high-stakes global branding, even the most seasoned companies can stumble. For Adidas, the sportswear giant, this recently happened in the form of an Olympic campaign with the highly relevant model and social media influencer Bella Hadid. The reaction was sharp and instant; it pushed the company to come out and apologize to Hadid publicly.
The uproar started when Adidas campaigned with an Olympic theme featuring Bella Hadid. The critics came hard on Adidas, saying that the brand used Hadid in a somewhat unauthentic and exploiting way, especially in light of her many statements about various social and political issues. The ad portrayed the supermodel alongside Olympic imagery, and it was criticized as an attempt to free-ride based on her fame without adequate association with the values and messaging she represents.
After a swelling controversy, Adidas issued a formal apology to Bella Hadid. It claimed that it had taken cognizance of the public’s outcry and expressed a deep sense of regret for having caused an iota of distress to Hadid: “We deeply regret any distress or discomfort caused to Bella Hadid and our valued customers.
Our intention was never to exploit or misrepresent her in any way.” Adidas also promised to modify its marketing approach, instilling hope that future campaigns will have content that will stay consistent with the values represented by the ambassadors and members of the public.
Bella Hadid chimed into the circle of response, making a statement herself. She thanked the public for their support and stressed how important it is for a brand to remain faithful to itself and its ambassadors. “I would like to appreciate Adidas’ apology and their willingness to hear concerns, which I believe is a sign of respect for both me and the public.”
