Greece is pursuing legal action regarding an incident in which the Acropolis was featured in an Adidas advertising campaign during a drone show. Authorities apparently overlooked the significance of showcasing a symbol of Western democratic ideals for commercial gain, leading Greece’s culture minister to express concern.
Lina Mendoni stated on Skai Radio that the way the campaign was handled was troubling, likening it to Adidas’ shoes “kicking the Acropolis.” As a result, the Ministry of Culture has initiated a lawsuit against those responsible.
She added that these advertisements could potentially exploit ancient monuments, which goes against strict laws that protect cultural heritage sites, especially in relation to UNESCO World Heritage locations. On Saturday, the Athens prosecutor’s office began investigating how permission was granted for the drone display.
Both the Ministry of Culture and the Ministry of Finance are now seeking clarification from the Civil Aviation Authority regarding the issuance of aviation permits as per EU rules. The drone display was reportedly organized last Thursday from the Zapéion Conference Centre, a historic site in Central Athens managed by a state-appointed committee.
Mendoni emphasized that the committee should have consulted the Ministry of Culture before permitting the event, highlighting possible violations of archaeological law. Images of the campaign have sparked public outrage on social media. In response, Adidas claimed that it followed all necessary protocols and insisted the Acropolis was not used for advertising purposes.
In a nation where its ancient heritage plays a vital role, the political opposition questioned the government’s oversight in this situation. The opposition party Pasok criticized the government, stating that the Acropolis, a major symbol of culture and democracy, should not be used as a commercial backdrop. They raised important concerns about the responsibilities of the Ministry of Culture.
The leftist Siliza Party condemned the advertisement, referring to it as an offensive commercialization of Greek cultural heritage. They remarked that the imagery of a sports shoe “stepping” on the Acropolis represented a troubling approach to the nation’s cultural assets.
Management of the Acropolis is sensitive due to ongoing debates about the Parthenon sculptures taken from the site, particularly those held in the British Museum. Recently, the Greek Ministry of Culture faced backlash for denying a request from renowned filmmaker Yorgos Lanthimos to shoot a scene for a new movie at the monument, claiming it was incompatible with the Acropolis’s symbolism and values. This weekend, social media buzzed with mixed reactions: “No to Yorgos Lanthimos. Yes to Adidas. No, yes to art, yes, yes to money.”
