Sportswear giant Adidas has apologised to Bella Hadid and other partners after the Palestinian-American model warned against legal action over a recent ad campaign.

The campaign, inspired by the 1972 Munich Olympics, was criticised by pro-Israel group for its “insensitive links” to the tragic Munich massacre that occurred during those games.

“Connections continue to be made to the terrible tragedy that occurred at the Munich Olympics due to our recent SL72 campaign. These connections are not meant and we apologize for any upset or distress caused to communities around the world,” Adidas representatives stated in a statement to TMZ on Sunday.

The company acknowledged the “unintentional mistake” and extended an apology to its partners, including Bella, for any negative impact on their careers.

Reports said Hadid had retained legal counsel to address Adidas’s “lack of public accountability” in launching a campaign that could be seen as insensitive to the historical context of the 1972 Olympics.

An insider shared that “violence is inconsistent with Bella’s views”. While she did not oppose the removal of the campaign, Bella was dissatisfied with Adidas’s reference to the 1972 Olympics without acknowledging its tragic history.

This incident highlights the importance of corporations carefully vetting their marketing campaigns and being mindful of historical and cultural sensitivities, especially when invoking significant events from the past.

In response to the growing backlash, Adidas has now revised the remainder of the SL72 campaign. In their statement, the company reiterated its commitment to diversity and equality.

The now-pulled ad had depicted Hadid holding a bouquet of flowers against a red backdrop with the caption, “Giving Bella Hadid her flowers in the SL 72.”