A promotional drone show orchestrated by Adidas near the Acropolis has ignited a fierce political and legal backlash in Greece, prompting the Ministry of Culture to launch legal action for potential violations of archaeological protection laws.
The light display, featuring illuminated drones staged at the Zappeion Hall with the ancient Acropolis as a backdrop, has drawn sharp criticism, with many accusing Adidas of exploiting a revered national monument for commercial gain.
In response to the uproar, Adidas stated that all necessary permits were secured and that the drone flights occurred strictly over the grounds of the Zappeion, not above the Acropolis itself.
The company further claimed that no images of the Acropolis were used for advertising purposes.
However, the Ministry of Culture vehemently rejected these assurances and announced criminal complaints against all responsible parties.
The ministry is also collaborating with the Civil Aviation Authority to verify the legality of the flight permits issued. Following the ministry's legal action, the Athens Prosecutor’s Office has ordered an urgent preliminary investigation into whether the drone display violated the Law on Antiquities or involved other criminal offenses. The Acropolis Security Division is now reviewing the case.
Culture Minister Lina Mendoni strongly condemned the event, asserting that the visual illusion created by the drone footage made it appear as though the show took place directly over the Acropolis, which is strictly forbidden.
Ms. Mendoni emphasized that while Zappeion is a modern monument, it remains under archaeological oversight, and its administration should have sought prior approval from the Ministry of Culture.
Speaking on SKAI radio, Ms. Mendoni described the incident as a case of "advertising exploitation," adding, “It’s a deeply unpleasant image — it’s as if the Adidas shoe is kicking the Acropolis.”
Documents published on Greece’s transparency platform Diavgeia revealed that the Zappeion's management leased a 200-square-meter section of its exterior grounds to the production company DRNS Show Experience IKE, acting on behalf of Adidas’s media agency, Essence Mediacom, for a mere €380. The official request was submitted in April and approved on May 8. Ms. Mendoni stated that this information further undermines claims of procedural integrity, saying, “The goal was clearly to associate the advertisement with the Acropolis.”
The incident has raised significant concerns regarding the oversight and governance of Greece's cultural heritage sites, particularly concerning the commercial exploitation of visual proximity to iconic landmarks.
While Adidas insists it operated within legal boundaries, the Greek government appears determined to challenge this assertion in court.
The outcome of this investigation could set a crucial precedent for how foreign companies engage with Greece's national symbols in commercial campaigns and whether such imagery, even implied, requires explicit cultural clearance.