Adidas admits that it made a mistake in using Bella Hadid as a supermodel to promote a retro trainer brand dating back to the 1972 Munich Olympics.
Bjorn Gulden is the chief executive of Bjorn Sportswear, a German sportswear company. He said that they were reviewing their procedures to avoid such mistakes, but also added that “people making mistakes” was something you could not stop. Gulden explained that the company made a mistake with the way the campaign was put together. “When you make a mistake you apologize and move on,” he said.
Adidas released its first SL72 trainers in 1972, the year that 11 Israeli Olympic athletes and a German Police officer were murdered by Palestinian militants.
Hadid claimed that Adidas “should have been aware” of the potential controversy and she was shocked and outraged.
Last week, the company pulled Hadid from its advertising campaign after criticism from the Israeli government. The company said it was “aware that there have been connections made with tragic historical events, though they are totally unintentional”.
Hadid, who made controversial anti Israel remarks during the Gaza war, has responded with a statement of her own, stating that Adidas “should have been aware” of the potential for controversy. She wrote: “I’m shocked, I’m upset, and disappointed in the lack sensitivity of this campaign.”
Adidas’s positive results for the third quarter of 2014, published on Tuesday, threatened to overshadow its 11 percent increase in annual revenue.
Fashionistas warned that Rishi’s affection for Samba trainers might be their “death-knell”. Elizabeth Semmelhack, a footwear historian, had warned that Sunak’s public affection for the shoes would be their “death knell” after he was pictured wearing a pair in a Downing Street Interview.
Demand for replica jerseys helped drive the clothing division’s revenue up by 6 percent. Adidas outfitted both Spain and Argentina as winners of these two tournaments.
The company reported double-digit growth in Europe, Latin America, and China.
Adidas terminated its lucrative partnership between the American rapper KanyeWest and Adidas in North America due to an antisemitism controversy. The company reported that revenues in the region grew without Yeezy.
Adidas has raised its full-year forecast for the second consecutive year and expects to report an annual operating profit of approximately €1 billion.
Gulden launched a turnaround after taking over the role of chief executive two year ago. He said: “We continue to see improvements in sales, both for lifestyle products and performance items.
Adidas shares are up by 29 percent this year, but they fell 2.2%, or 5 1/4 Cents, on Wednesday to €231.30. Nike shares, the market leader in terms of value, have fallen by almost a third this year.
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