Adidas apologizes over campaign featuring former 'Israeli' soldier
Note: AI technology was used to generate this article’s audio.
Sportswear giant Adidas apologized Monday after facing backlash and calls for a boycott over a local advertising campaign featuring former 'Israeli' soldier Shalev Biton, who lost his left leg after being wounded in 2021.
The controversy centers on Adidas’ “Single Shoe” service, an initiative that allows people who need only one shoe to purchase a single shoe for half the price of a pair.
Biton was among 11 disabled athletes featured in posters displayed at Adidas stores in 'Israel' as part of the local promotion.
The campaign drew widespread criticism on social media, with public figures including Spanish actor Javier Bardem and pro-Palestinian activists calling for a boycott of Adidas.
Read more: Outrage erupts over Adidas ad featuring ‘Israeli’ soldier
Critics highlighted the stark contrast between the commercial feature of a former 'Israeli' combatant and the thousands of civilians affected by military operations in Gaza
World Health Organization estimates revealed that the 'Israeli' aggression on Gaza has resulted in over 5,000 traumatic limb amputations and more than 22,000 severe extremity injuries in Gaza, with children accounting for up to a quarter of those life-altering casualties.
- After boycott calls -
Adidas acknowledged the backlash in a statement, saying, “We recognize that an image used in a recent local activation by the local team has raised concerns and strong reactions. It was never our intent to cause offense and we apologize for anyone affected.”
The company stressed that the promotion featuring Biton was a local initiative in 'Israel', rather than part of a global campaign, while the Single Shoe service itself is being expanded to markets including Palestine, the UAE, Lebanon, Saudi Arabia, Kuwait, Qatar and Egypt.
Adidas added that it would “continue to listen, learn and work to ensure that our actions reflect the inclusive values we stand for.”
Read more: Bella Hadid allegedly seeks legal action after removed from Adidas SL72 ad
