Greece sues Adidas over ad showing shoe kicking the Acropolis

▲ Images circulating on social media show drones forming the sports brand's logo and a tennis shoe, with the Acropolis as a backdrop.

The Independent

La Jornada Newspaper, Sunday, May 18, 2025, p. 5

Athens has taken legal action against Adidas over what appears to be a drone display promoting the sports brand near the Acropolis.

The Greek culture minister said the announcement could constitute a violation of antiquities law.

Images circulating on social media show illuminated drones forming the Adidas logo and a tennis shoe, with the Acropolis, a World Heritage Site declared by the United Nations Educational, Scientific and Cultural Organization, in the background.

The ancient citadel, home to the Parthenon Temple, a symbol of Athens' Golden Age, is one of the most visited sites in the world.

Culture Minister Lina Mendoni said the show exploited the Acropolis for commercial gain, violating national law and circumventing mandatory approval from the Ministry of Culture.

"It's as if the Adidas shoe had kicked the Acropolis ," Mendoni told local radio station Skai. "A lawsuit has already been filed against whoever is found responsible ," he added.

Adidas was contacted but declined to comment on the matter.

The Ministry of Culture noted that it is also investigating whether the licensing procedure for the drone flight was followed.

The move comes weeks after Greece rejected a request by director Yorgos Lathimos, known for the films The Favourite, Poor Things and The Killing of a Sacred Deer, to film scenes for his upcoming film, Bugonia, on the Acropolis hill.

The sci-fi comedy is about two conspirators who kidnap a CEO (Emma Stone) because they are convinced she is an alien.

Greece rejected the filmmaker's request, claiming that the film was incompatible with the symbolism of the Acropolis.

Possible damage to the ancient Greek monument has long been a concern for authorities.

In 2023, the country imposed a tourism cap, limiting the number of visitors to the Acropolis to 20,000 per day. Previously, it received around 23,000 visitors per day during peak hours. "It's a huge number ," Mendoni said at the time.

Obviously, tourism is desirable for the country, but we must find a way to ensure that excessive tourism does not harm the monument.

Restrictions also vary depending on the season, and tourists must reserve a specific time slot in advance.