Adidas apologizes after a campaign featuring a former Israeli soldier who is an amputee
The brand issued an apology after the controversy caused by an Israeli campaign featuring Shalev Biton, who was injured during his military service.
Adidas has issued an apology following criticism and calls for a boycott sparked by an advertising campaign aired in Israel featuring Shalev Biton, a former IDF soldier who lost his left leg.
Injured during his military service in 2021, Shalev Biton was among eleven athletes with disabilities featured in Adidas stores in Israel. The campaign promoted the "Single Shoe" service, which allows amputees to buy a single shoe rather than a complete pair.
The presence of the former Israeli soldier sparked anger among pro-Palestinian activists, who compared his story to that of Palestinians amputated during the war in Gaza. Spanish actor Javier Bardem, in particular, had called on his followers to boycott Adidas.
“We acknowledge that an image used during a recent local initiative has caused concern and strong reactions,” Adidas said in a statement quoted by the Turkish agency Anadolu. “It was never our intention to offend anyone and we apologize to those affected.”
The German equipment manufacturer specified that this campaign had been designed by its local team and was not part of a global operation.
Launched in January in 23 European countries, the “Single Shoe” service offers one shoe at half the price of a pair. Adidas says it wants to expand this initiative to new markets in Europe, Asia, and the Middle East.