Adidas Issues Public Apology to Bella Hadid & More Following Backlash Around SL72 Campaign

Adidas is speaking out amid the backlash from their latest campaign.

The brand came under scrutiny recently following the released of their SL72 campaign, which features such stars as Bella Hadid, rapper A$AP Nast and soccer player Jules Koundé.

If you missed it, see a full breakdown of the controversy surrounding the ad campaign.

Now, Adidas is issuing a public apology and they are set to revise the campaign.

Keep reading to find out more…

“Connections continue to be made to the terrible tragedy that occurred at the Munich Olympics due to our recent SL72 campaign,” the brand shared on its Adidas Originals Instagram story. “These connections are not meant and we apologise for any upset or distress caused to communities around the world.”

“We made an unintentional mistake,” they continued. “We also apologise 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 images from the campaign have already been pulled from social media and they previously shared another statement.

“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,” the brand said in a statement shared with USA TODAY Sports. “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.”

TMZ also reports that Bella is considering taking legal action against Adidas.