Greece is pursuing legal action after a controversial Adidas advertising campaign featured a drone light show over the Acropolis, allegedly without proper authorisation.
The high-tech display, showcasing the iconic fifth-century BC monument, has sparked political backlash and public outrage.
Culture Minister Lina Mendoni confirmed legal proceedings were underway, stating the ministry had filed a lawsuit “against anyone and everyone responsible” for bypassing established procedures.
“The legal procedure wasn’t followed,” she told SKAI radio. “This very bad, extremely unpleasant image is as if the Adidas shoe is kicking the Acropolis, aesthetically that is.”
Mendoni, a classical archaeologist, also criticised the Zappeion conference centre, from which the drones were launched Thursday night, for failing to consult the culture ministry. “Here, too, we have a breach of archaeological law.”
Greek law strictly protects the UNESCO World Heritage site, and the culture ministry accused Adidas of exploiting the monument for commercial purposes.
The Athens prosecutor’s office has opened an investigation, and both the Culture and Finance Ministries are seeking answers from the Civil Aviation Authority, which grants drone permits.
Adidas denied wrongdoing, saying in a statement, “All required permits were received and adhered to. No image of the Acropolis monument was used by Adidas for advertising or other purposes.”
The controversy comes weeks after the culture ministry denied Oscar-winning director Yorgos Lanthimos permission to film at the Acropolis, citing “incompatibility with its symbolism and values.”
The contrasting decisions ignited online criticism, with posts reading: “No to Yorgos Lanthimos. Yes to Adidas. No to art, yes to money.”
Political parties also condemned the campaign, with Pasok accusing the government of negligence, declaring, “The Acropolis cannot be treated as a backdrop for commercial use.” Syriza called the display “an offensive commercialisation of the core of our cultural heritage.”
The Acropolis, Greece’s most visited landmark, remains central to national identity and the ongoing campaign to repatriate the Parthenon Marbles from the British Museum.
Source: The Guardian.
