The Adidas drone show above Athens’ Acropolis ignited global debate on the ethics of monument marketing, as illuminated trainers and brand logos appeared to hover over Greece’s most iconic heritage site. This controversy highlights the growing risks brands face when commercial campaigns intersect with cultural landmarks, sparking legal action, public outrage, and renewed calls for stronger protections of our shared heritage.

This article explores the global uproar sparked by Adidas’s drone show near the Acropolis, unpacking the ethical, legal, and cultural dilemmas brands face when commercial ambitions collide with heritage sites. Through real-world reactions, government responses, and expert commentary, it highlights why thoughtful brand strategy and respect for cultural landmarks are now essential for any campaign seeking lasting impact.