Adidas has apologised after a campaign in Israel featuring former Israeli soldier and amputee athlete Shalev Biton triggered criticism from pro-Palestinian activists and calls for a boycott
Adidas has apologised after a campaign in Israel featuring former Israeli soldier and amputee athlete Shalev Biton triggered criticism from pro-Palestinian activists and calls for a boycott of the brand.
The campaign promoted Adidas’ “Single Shoe” service, which lets people who need only one shoe, including amputees and people with limb differences, buy an individual shoe for 50 per cent of the price of a pair.
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Biton, who lost his left leg after being wounded during his military service in 2021, was among 11 athletes with disabilities featured in promotional material displayed at Adidas stores in Israel.
