Greece has filed a lawsuit against Adidas following a controversial drone show that featured the sports brand’s logo and a sneaker against the backdrop of the Acropolis. The event, which took place without proper authorization, has sparked outrage among officials and the public alike.
Key Takeaways
- Greece’s Culture Minister, Lina Mendoni, condemned the ad as an exploitation of the Acropolis.
- The drone show was held without the necessary permits, violating national laws protecting antiquities.
- The incident has ignited a debate over the commercialization of cultural heritage in Greece.
The Controversial Drone Show
On May 14, a drone display was conducted at the Zappeion Hall in Athens, showcasing illuminated drones that formed the Adidas logo and a sneaker. This event was part of a promotional campaign for the sportswear giant. However, it quickly drew criticism for using the Acropolis, a UNESCO World Heritage site, as a backdrop for commercial purposes.
Culture Minister Lina Mendoni expressed her disapproval, stating, "It’s like the Adidas shoe kicking the Acropolis," highlighting the aesthetic insensitivity of the display. She emphasized that the legal procedures for such an event were not followed, prompting the government to take legal action against those responsible.
Legal Implications
The lawsuit filed by the Greek government alleges that the drone show violated laws designed to protect antiquities. Mendoni stated that the Zappeion administration should have sought approval from the Culture Ministry before granting permission for the drone show. The ministry is also investigating whether the necessary aerial permissions were obtained under national and EU aviation regulations.
Adidas, in response to the backlash, claimed that all required permits were received and adhered to, asserting that no images of the Acropolis were used for advertising purposes.
Public Reaction and Cultural Significance
The incident has sparked significant public outrage, particularly on social media, where users criticized the apparent double standard in permitting commercial activities while denying artistic endeavors. Just weeks prior, the Culture Ministry rejected a request from acclaimed director Yorgos Lanthimos to film scenes for his upcoming movie on the Acropolis, citing incompatibility with the site’s historical significance.
Opposition parties have also weighed in, with the Pasok party stating that the Acropolis should not be treated as a commercial backdrop. The left-wing Syriza party described the drone display as an offensive commodification of Greece’s cultural heritage.
Conclusion
The Acropolis, home to the iconic Parthenon temple, is not only a symbol of ancient Greek civilization but also a central part of Greece’s national identity. The ongoing legal proceedings against Adidas highlight the delicate balance between commercial interests and the preservation of cultural heritage. As Greece continues to navigate these challenges, the incident serves as a reminder of the importance of protecting its historical sites from exploitation.
Sources
- Ad showing shoe on Acropolis sparks outrage in Greece, Hürriyet Daily News.
- Greece takes legal action over drone show advertising Adidas near Acropolis, Reuters.
- Greece Sues Adidas Over "Extremely Unpleasant" Acropolis Drone Show, B&T.
- Greece files lawsuit against Adidas for ad showing a ‘shoe kicking the Acropolis’, The Independent.
- Greece Sues Adidas Over Ad That Shows ‘Shoe Kicking Acropolis’, The Daily Beast.
