Adidas is threatened with trouble: complaint about the drone show about the Acropolis!

Adidas is threatened with trouble: complaint about the drone show about the Acropolis!

adidas is currently exposed to considerable legal pressure after a controversial advertising campaign near the Acropolis in Athens has been carried out. The campaign that showed the illuminated drones that projected the Adidas logo and the "Adizero" lettering above the UNESCO World Heritage Site has attracted both national and international attention. Greece's Minister of Culture Lina Mendoni has declared that the use of the acropolis for commercial purposes violated national law and no approval from the Ministry for the drone -based doctorate was obtained. This advertising measure could not only have legal consequences, but also endanger the integrity of one of the most important ancient monuments in the world that houses the Parthenon Temple, which 432 BC. Was built and is dedicated to the goddess Athena.

Numerous photos and videos of the drone show are circulating on social media, which impressively establishes the connection between the Acropolis and the Adidas brand. However, Mendoni sharply criticized this connection and noted that it appears as if the adidas shoe would be against the acropolis. This led to a formal legal dispute, since the Greek authorities have already filed a lawsuit against those responsible for the marketing campaign. So far, Adidas has remained unreachable for an opinion.

Legal steps and cultural heritage

The Greek authorities have expressed clear concerns about possible violations of antique law. Mendoni emphasized that the drone show was not only a commercial exploitation, but also bypassed the regulated approval processes, which in the past already led to an application by director Yorgos Lanthimos. His application to turn scenes of his film "Bugonia" on the Acropolis hill was rejected on the grounds that he was not compatible with the symbolism of the ancient monument. These strict requirements underline responsibility that Greece perceives for the protection of its cultural heritage.

The legal conflict about the adidas advertising campaign is not isolated. Greece has long been fighting with challenges that threaten its cultural wealth, such as predatory excavations and illegal trade in cultural estates, which has a massive effect on access and development of its inheritance. In 2023, for example, an upper limit of 20,000 daily visitors was introduced for the acropolis to ensure the protection of the location. Before this measure, the number was around 23,000 visitors per day at peak times, which raised doubts about the resilience of the monument.

The international community reacted to this by creating legal framework conditions to protect cultural -historical goods. These include the Haager Convention for the Protection of Cultural Heritage in the event of armed conflicts and Convention to combat illegal trade in cultural assets. These international instruments ensure that cultural products and sites, such as the acropolis, remain preserved from commercial exploitation and abuse.

While Adidas is under pressure to comment on the allegations and to carry possible consequences, it remains to be seen how this conflict will affect the brand and the commitment to protect the cultural heritage.