Adidas Apologizes for Ad Featuring Israeli Soldier After Backlash

German sportswear giant Adidas issued a formal apology on Monday following widespread anger and boycott calls over a local advertising campaign that featured a former Israeli soldier. The campaign used an image of Shalev Biton, who lost his left leg in 2021 while serving in the Israeli military, to promote Adidas's "single shoe" service for amputees. Biton was one of 11 athletes with disabilities whose posters were displayed in the company's stores within Israel.

Critics, particularly pro-Palestinian activists, linked the inclusion of the former soldier to the suffering of Palestinians who have lost limbs during the war in Gaza. In response, Adidas stated, "We recognize that an image used in a recent local event by the local team has raised concerns and strong reactions. It was never our intention to cause offense, and we apologize to anyone who has been affected." The company clarified that the campaign was a local initiative and not part of a global campaign.

Adidas explained that its "single shoe" service aims to promote inclusivity by allowing individuals with mobility impairments and amputees to purchase a single shoe at half the price of a pair. The service was developed in consultation with disability organizations, including the British Paralympic Committee. The company launched this service in 23 European countries in January and announced its expansion to other markets in Europe, Asia, and the Middle East, including Palestine, Lebanon, Saudi Arabia, Egypt, Kuwait, and Qatar.