Acropolis Insult Controversy
Adidas Drone Show Depicts Sneaker "Stepping On" Landmark
Greek Prosecutors Launch Investigation as Adidas Pushes Back
Global sports brand Adidas has become embroiled in controversy over alleged disrespect toward cultural heritage in Greece.
On May 17 (local time), Greek daily Kathimerini and Balkan-focused media outlet Balkan Insight reported that Greek authorities are taking legal action against Adidas, accusing the company of violating the law on the protection of ancient artifacts.
Adidas Drone Show Engulfed in Acropolis Insult Controversy. Screenshot from Greek daily Kathimerini homepage.
The controversy stems from a drone show that Adidas held on the evening of May 15 above Zappeion Hall in central Athens.
The issue arose because, due to the camera angle and perspective, the Adidas sneaker images formed by the drones appeared to be stepping directly on the Acropolis, a symbol of Greek tourism.
Lina Mendoni, Minister of Culture, pointed out in a local television interview the previous day, "It looked as if an Adidas sneaker was kicking the Acropolis."
The Acropolis, a hill where ancient Greek monuments such as the Parthenon and the Theatre of Dionysus are located, is a world-renowned site listed as a UNESCO World Heritage Site.
As a result, criticism accusing Adidas of "insulting cultural heritage" has grown in Greece. The main opposition party, PASOK-KINAL, commented, "This is a bitter reminder of the need for institutional boundaries and respect for our cultural heritage."
The largest opposition party, the Coalition of the Radical Left (SYRIZA), stated, "This is an insultingly commercial use of the core of our cultural heritage," and questioned, "Where did the standards go that the Ministry of Culture applied just a few weeks ago when it denied permission for a film shoot?"
Previously, a request to film at the Acropolis for "Bugonia," the new film by world-renowned Greek director Yorgos Lanthimos, was unanimously rejected by the Central Archaeological Council (KAS), Greece's top advisory body on the preservation of ancient artifacts. Bugonia is a remake of the 2003 film "Save the Green Planet!" directed by Jang Junhwan.
The Athens Prosecutor's Office announced the previous day that it had launched a formal investigation into the Adidas drone show. The Greek Ministry of Culture has also initiated legal action, claiming that Adidas violated the law protecting ancient artifacts.
Adidas drone show held in the sky above Zappeion Hall in Athens, Greece. The hill visible on the right is the Acropolis. Photo by Yonhap News
Minister Mendoni stated, "This drone show used the Acropolis for commercial purposes and was conducted without prior approval from the Ministry of Culture, making it an illegal act," adding, "We have filed lawsuits against all those responsible."
However, Adidas responded that "all necessary permits were obtained, the event was held only within the Zappeion Hall premises, and the image of the Acropolis was not used in any advertising," asserting that there was no issue.
It was reported that the drone event team paid 380 euros (about 600,000 won) for the use of 200 square meters of airspace near Zappeion Hall.
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