Adidas Apologizes After IDF Veteran's Campaign Sparks Outrage

Sportswear giant Adidas has issued an apology following a backlash from pro-Palestinian groups over the inclusion of an injured Israel Defense Forces (IDF) soldier in a marketing campaign. Shaliv Biton, an IDF veteran who lost a leg during military service, was featured in advertisements for Adidas's "Single Shoe" service.

This unique service, launched in January across 23 European countries, caters to individuals with limb differences, allowing them to purchase a single running shoe at half the price of a pair. The campaign also features other athletes with disabilities.

Biton sustained his injury in May 2021 during Operation Guardian of the Walls when an anti-tank missile fired from Gaza struck the military vehicle he was traveling in near the Israeli border. The attack also resulted in the death of Sergeant Omer Tabib. Biton's severe injury led to the amputation of his left leg and the use of a prosthetic.

Adidas stated that it was aware the image used in the local campaign had caused "concerns and strong reactions." The company emphasized that causing offense was never their intention and offered an apology to anyone who was hurt. Adidas added that it would continue to "listen, learn, and work to ensure our actions reflect the inclusive values we stand for."