Greece files lawsuit against Adidas for ad showing a ‘shoe kicking the Acropolis’

Athens has launched legal action against Adidas for what appeared to be a drone show promoting the sports brand near the Acropolis.

The Greek culture minister said the show could constitute a breach of antiquities law.

Images circulating on social media depicted illuminated drones forming the Adidas logo and a shoe, with the Acropolis, a UNESCO World Heritage site, providing the backdrop.

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

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

"It's like the Adidas shoe kicking the Acropolis," Ms Mendoni told the local radio station Skai.

"A lawsuit has been already filed against anyone responsible."

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Adidas has been approached, but declined to comment on the matter.

The culture ministry said it was also investigating whether the licensing procedure for the drone overflight had been followed.

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

The science fiction comedy sees two conspiracists kidnap a CEO, played by Emma Stone, as they are convinced she is an alien.

Greece dismissed the filmmaker’s request on the grounds the film was incompatible with what the Acropolis symbolises.

Potential damage to the Ancient Greek monument has long been a concern of authorities.

In 2023, the country imposed a tourist cap, limiting visitor numbers at the Acropolis to 20,000 per day.

It previously received about 23,000 visitors per day at peak.

“That’s a huge number,” Ms Mendoni said at the time.

“Obviously tourism is desirable for the country, for all of us. But we must work out how excessive tourism won’t harm the monument.”

Limitations also vary depending on the time, with tourists having to book a time slot in advance.