Adidas Apologizes for Israeli Campaign Amid Boycott Calls

Global sportswear giant Adidas issued an apology late Monday night following widespread calls for a boycott and a significant backlash over a recent Israeli campaign. The campaign featured former IDF soldier Shalev Biton, who lost a leg to a missile fired from Gaza in 2021. Adidas described the initiative as a "local initiative by the Adidas Israel team," emphasizing that there was "no intention to offend or hurt anyone" and that the company takes criticism seriously.

The campaign, launched to introduce a new program offering amputees a pair of shoes for half the price of a pair, included 11 amputee athletes. Biton's participation as a former IDF combatant sparked a pro-Palestinian outcry globally, with accusations that Adidas was complicit in genocide and demands for boycotts. Prominent figures, including actor Javier Bardem, amplified these calls.

Biton himself shared on Instagram the intense online hate he has been receiving, stating, "In recent days I've been hit by a crazy wave of hate and reports from all over the world. Major pro-Palestinian pages with millions of followers are repeatedly posting me, and the curses and reports [on my private Instagram account] don't stop." He appealed to his followers for support, noting he was receiving far more hate than love.