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Adidas has apologized after a promotional campaign in Israel featuring a former Israeli soldier prompted widespread criticism and calls for a boycott of the sportswear company.In a statement posted by Adidas Arabia on Instagram Monday, the company said it recognized that an image used in what it described as a “recent local activation” had “raised concerns and strong reactions.”For the latest updates on the Israel-Palestine conflict, visit our dedicated page.“It was never our intent to cause offence, and we apologize for anyone affected,” Adidas said, adding that it was taking the concerns and feedback seriously.The backlash centers on a campaign promoting Adidas’ Single Shoe service, an initiative designed for people who may only need one shoe, including amputees and people with limb differences.
The Israeli campaign featured Shalev Biton, a former Israeli soldier who lost his left leg after being wounded during military service in 2021.The campaign triggered calls to boycott Adidas from pro-Palestinian activists and social media users, who criticized the company’s decision to feature a former Israeli soldier in an initiative focused on amputees while thousands of Palestinian adults and children in Gaza have lost limbs during the war.Several public figures, including Havier Bardem, also amplified criticism of the campaign online as images from the promotion circulated internationally.Critics argued that the choice of representative was particularly insensitive given the scale of serious injuries suffered by Palestinians in Gaza, including amputations and other life-changing wounds.Adidas stressed in its statement that inclusion remains a “core value” for the company and said the Single Shoe service had first been introduced in Europe earlier this year.
