Adidas faces backlash over Bella Hadid controversy; boycott calls surge
German sportswear company Adidas is under fire after dropping American-Palestinian model Bella Hadid from its retro shoe campaign.
The move follows criticism from Israel due to Hadid’s vocal support for Palestinian rights.
In response, Hadid has hired legal representation, and social media users are calling for a boycott of the brand.
Adidas has apologized for any distress caused but has not reversed its decision.
Critics argue that the backlash could severely impact the company’s sales in the Middle East and Africa, regions which represent half of its revenue.
Observers liken it to ongoing boycotts faced by brands like McDonald’s and Starbucks over their perceived support for Israel.
With a significant Muslim market at stake, the controversy may have far-reaching effects on Adidas’ 2024 performance.
Its 2023 annual report shows that Europe, the Middle East, and Africa account for the largest share of its net sales at 39%, totaling $8.9 billion.
In the Asia-Pacific region, sales amounted to 11% of global distribution.
These two parts of the world together represent 50% of Adidas’ sales.
According to Sami Hamdi, managing director of political risk firm The International Interest, Tel Aviv is distressed over increasingly negative public perception of Israel.
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