Greek Outrage Over Adidas Ad Showing Shoe "Kicking" the Acropolis

Greece has initiated legal action against Adidas due to what seemed like a drone-light display promoting the sportswear company above the fifth-century BC Acropolis.

Videos posted on social media depict a drone display illuminating a shoe-shaped pattern over the historic site. Athens citadel, which is widely regarded as the western world’s enduring symbol of democracy.

The Adidas three-stripes emblem, together with the phrase 'Feel Fast', was showcased as well.

Greece’s Culture Minister Lina Mendoni stated that the event utilized the Acropolis for profit, which goes against national legislation. She mentioned that it occurred without obtaining consent from her ministry.

"This exceedingly displeasing image seems as though an Adidas shoe is kicking the Acropolis from an aesthetic standpoint," Ms Mendoni told local Skai radio.

She mentioned that the culture ministry has initiated legal action against all individuals accountable.

Adidas said all required permits were received and adhered to.

A statement from the footwear giant said: ‘No image of the Acropolis monument was used by Adidas for advertising or other purposes.’

As part of a promotional effort for an Adidas product, Essence Mediacom developed the light display.

Several reports indicate that Essence Mediacom submitted an application on April 30 to obtain permission for organizing the event, and they were granted approval at a cost of merely '380 euros ($423)'.

The drones took off from the Zappeion, a neoclassical palace controlled by a government-assigned board and monitored by the national Ministry of Economy.

Ms Mendoni stated: "The Zappeion management ought to have obtained consent from the Culture Ministry prior to issuing such authorization."

'There has been an infringement of the laws protecting archaeological heritage.'

The regulations governing the usage of Greek archaeological sites – which often date back over 2,500 years – are notably stringent.

The Acropolis, perched atop a hill in Athens, was constructed in 432 BC as a tribute to the goddess Athena and stands among the most frequented attractions globally.

The opposing Pasok party criticized the government for neglect, stating: "The Acropolis, an international emblem of culture and democracy, should not be utilized merely as a setting for commerce."

'Important queries emerge regarding the duties and accountability of the Culture Ministry.'

This event follows the Culture Ministry’s refusal of a request from Greek Academy Award-winning director Yorgos Lanthimos to shoot at the Acropolis.

The ministry contended that the scenes do not portray the accurate image of the historical site.

Individuals have voiced disapproval over the choice, with someone commenting online earlier this week: “Rejecting Yorgos Lanthimos. In favor of Adidas instead. Against art, in favor of cash.”

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