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Several Zionists have criticised Palestinian-American supermodel Bella Hadid after she was announced as the face of a new Adidas shoe.

The model, who has been outspoken about her Palestinian heritage and criticised Israel’s ongoing war on Gaza, adorned posters of the retro-inspired shoe.

However, the promotional advertisements and social media posts were quickly lambasted by Israeli and Zionist public figures and websites.

Yoseph Haddad, an Israeli journalist and social media influencer hit out at Hadid in a post on social media platform X.

"Adidas decided to pay tribute to the shoes that were first launched at the Munich Olympics in 1972…the same Olympic games during which 11 Israeli athletes were murdered by Palestinian terrorists in a massacre- and who was hired to model these shoes? Bella Hadid, the person supporting Hamas terrorists who committed a massacre I Israel just 9 months ago," adding that it was a "unbelievable, hypocritical and disgusting" campaign.

The StopAntisemitism NGO page on X also echoed his comments.

"Antisemite Bella Hadid was chosen by Adidas as the face for the 1972 Olympic shoe relaunch. The same Olympics in which Jews were butchered by Palestinian terrorists," a post from

Oli London, an English Internet personality joined in the condemnation of Hadid.

"Bella Hadid, who has sparked outrage for her anti-Israel activism is the new face of Adidas’ 1972 Munch Olympic shoe range. The Palestinian-American model has appeared in a billboard in Times Square," he also citing the Munich Olympics.

Local Palestinian media dubbed the comments as an "incitement campaign" while others praised the model and Adidas for the collaboration.

"I’m pretty sure Adidas did a Palestinian edition samba way back in the day. Would be cool if they brought that back for Bella Hadid ambassador launch,"  user said in response to the promotional video.

Others said the link to Bella Hadid and the attack at the 1972 Olympics was baseless, as it was before Hadid was born.

Some also used the announcement as an opportunity to call for Israel to be banned from the Olympics as Israel’s war on Gaza rages on, devastating the enclave and levelling entire neighbourhoods.

Last week, a renowned Gaza goal keeper, Shadi Abu-Alarraj, from Khan Younis, was killed in Israel’s attack on Al Mawasi according to local Palestinian media. The deadly attack on the area killed at least 90 Palestinians who were sheltering in the area, with the Palestinian ministry of health saying half of those killed were women and children.

An 11-year-old identified as Yazan Al-Sarsawi was also killed by Israeli fire in a direct shot to the head during an Israeli operation in Shujaiyya, east of Gaza City earlier this month.

Estimates from activists in Gaza state that around 350 sports players and athletes have been killed in Gaza since the start of the war on the enclave on 7 October. The figure includes at least 250 footballers.

The number of Gaza athletes killed has promoted many to call for Israel to be banned from the upcoming competition in Paris and face accountability.