A recent promotional drone display by Adidas, featuring illuminated formations of the brand’s logo and a shoe near the historic Acropolis, has ignited widespread controversy in Greece. The Greek government has initiated legal proceedings, citing unauthorized commercial use of a protected archaeological site.
The spectacle occurred on Thursday evening at the Zappeion Hall, a neoclassical venue in central Athens managed by a state-run legacy commission under the Finance Ministry. Organized by Essence Mediacom as part of an Adidas campaign, the drone show projected images that appeared to depict the Acropolis being overshadowed by the brand’s shoe, a portrayal that many Greeks found deeply disrespectful.
Culture Minister Lina Mendoni expressed strong disapproval, stating that the imagery was “extremely unpleasant” and likening it to “the Adidas shoe… kicking the Acropolis.” She emphasized that the event proceeded without the necessary approval from the Ministry of Culture, thereby violating national laws that protect antiquities. “There has been a violation of the law on archaeological heritage,” Mendoni asserted, announcing that a legal complaint would be filed against all responsible parties.
The incident has also drawn criticism from political circles. The opposition Pasok party accused the government of negligence, stating, “The Acropolis, a global symbol of culture and democracy, cannot be treated as a backdrop for commercial use.” They further questioned the role and responsibility of the Culture Ministry in preventing such occurrences.
Social media platforms have been abuzz with reactions, with many users expressing outrage over the perceived commercialization of a sacred site. The controversy is further intensified by the recent rejection of a request by Oscar-winning Greek director Yorgos Lanthimos to film at the Acropolis, a decision made to preserve the site’s historical integrity. Critics have pointed out the inconsistency in allowing a commercial advertisement while denying artistic endeavors.
Adidas and Essence Mediacom have not responded to requests for comment. Reports indicate that Essence Mediacom applied for permission to hold the drone show on April 30 and was granted approval for a fee of €380 ($423). However, the Zappeion administration did not seek the requisite authorization from the Culture Ministry, leading to the current legal challenges.
The Acropolis, home to the Parthenon and a UNESCO World Heritage site, is one of the most visited landmarks globally, attracting over 4.5 million visitors in 2024. Greek law imposes strict regulations on the use of archaeological sites, many of which date back more than 2,500 years, to preserve their historical and cultural significance.
This incident underscores the ongoing tension between commercial interests and cultural preservation, highlighting the need for stringent oversight to protect heritage sites from unauthorized exploitation.
