Adidas Apologizes After IDF Soldier Featured in Amputee Shoe Campaign Sparks Outrage

Sportswear giant Adidas has issued a formal apology after a recent advertising campaign featuring an Israeli Defense Forces (IDF) soldier who lost a leg sparked backlash from anti-Israel activists. The campaign, promoting shoes for amputees, included IDF soldier Shalev Biton. Critics argued that featuring an IDF soldier, especially one who fought in Gaza, in such a campaign was offensive.

Following the widespread criticism and calls for a boycott, Adidas removed the video featuring Biton from its platforms. In its apology, the company stated, "We recognize that an image used recently as part of a local team's local activity has raised concerns and strong reactions. It was never our intention to cause harm or offense, and we apologize to anyone who was offended. We recognize the concerns raised and take the feedback seriously."

Adidas further stated, "We will continue to listen, learn, and act to ensure our actions reflect the inclusive values we stand for." The company also reiterated its long-standing commitment to communities in the Middle East, working with athletes, sports groups, and supporting those in need through product donations.

The controversy occurred amidst a broader rise in antisemitic incidents reported in the United States, highlighting a tense global climate surrounding the Israeli-Palestinian conflict.