Athens in opposition to Adidas: controversy for promoting on the acropolis | EUROtoday

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Greece has began a authorized process After the Acropolis appeared, surprisingly, as a background in a single Adidas promoting marketing campaign. An operation that triggered the indignation of a part of the general public opinion and introduced the Minister of Culture, Lina supposeto announce a proper grievance in opposition to unknown individuals. “No authorization procedure has been followed – said Mendoni – and the result is An unacceptable aesthetic image, almost as if a shoe is trampling the acropolis».

The event was staged on Thursday 15 May at night, Through a spectacular drone show launched by the Zappeion Conference Center in the heart of Athens. The images of the Parthenon illuminated by swarms of hi-tech lights have quickly become viral, but also triggered a formal investigation by the prosecutor of the capital. The crucial knot, according to the Ministry of Culture, is that The visual use of the archaeological site – protected by UNESCO – violates the rigid national rules to protect the heritage.

Not only that: the Ministry of Finance and the Authority for Civil Aviation have also been involved to verify who granted the permits for the use of drones. According to the minister, Zappeion himself should have obtained preventive approval from his dicastery before granting the area. “This can also be a monument and right here too the legislation on the safety of archaeological heritage has been violated,” he said.

Adidas, for his part, replied by claiming to have followed all the procedures requested by Greek legislation and not to have used direct images of the monument in promotional materials. But the controversy has not subsided. In a country where the classic past is still a lively part of the present, the political world has taken the opportunity to attack the conservative government.

The Pasok party has accused the executive of “superficiality” and of not having protected a worldwide symbol of democracy, while Syriza’s left has openly spoke of “commodification of cultural heritage” and “an offensive picture” which trivializes nationwide id.