Why is Greece filing a lawsuit against Adidas? Complete drama explained

Enoba
China Daily Life - Source: Getty
China Daily Life - Source: Getty

Greece is suing Adidas for allegedly disrespecting one of its ancient monuments in an ad. The popular shoe brand released a series of clips that show a gigantic sneaker created by a drone hovering over the Acropolis.

The positioning of the visual appeared to show the Adidas sneaker kicking the Acropolis, and Greek authorities state that the show could be cited as a breach of antiquities law. One of the Adidas ads depicted a running figure, while another spelled out the words “feel fast.”

In another shot, a light formation created the Adidas logo. Ms Lina Mendoni, the country’s Culture Minister, stated on a Greek radio station, SKAI Radio, that the Adidas shoe ad possibly violated laws that protected antiquities:

“The legal procedure wasn’t followed. This very bad, extremely unpleasant image is as if the Adidas shoe is kicking the Acropolis, aesthetically that is. The culture ministry had filed a lawsuit against anyone and everyone responsible,"

She added:

"Essentially, we have an advertisement which aims at the commercial exploitation of the specific monuments.”

"All required permits were received and adhered to," Adidas says, as Greece’s Culture Ministry investigates whether proper licensing was obtained

Whilst giving an update on the situation on the radio, Mendoni revealed that her ministry would find out if the German shoe brand followed proper procedure before shooting at the ancient site. The Acropolis is a UNESCO WORLD HERITAGE SITE and is visited by up to 23,000 visitors daily.

On Saturday, May 16, 2025, Athens’ prosecutor’s office began investigating whether the Three Stripes brand had received permission to stage the drone show. The Ministry of Culture and the Finance Ministry contacted the Civil Aviation Authority, the agency in charge of aerial permits.

Mendoni, in a statement, expressed disapproval over the alleged abuse of the ancient tourist attractions.

She added:

"Here we have another monument, a newer monument, whose administration, if nothing else, should have sought approval from the Ministry of Culture before granting permission,” Mendoni, a classical archaeologist herself, added. “Here, too, we have a breach of archaeological law.”

Adidas released a statement addressing the mounting controversy over the Acropolis. The shoe brand emphasised that it followed due process in the naming of its ads:

"All required permits were received and adhered to.”

Before adding;

“Adidas used no image of the Acropolis monument for advertising or other purposes.”

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Edited by Sohini Biswas