Adidas Apologizes for Ad Featuring Amputee Israeli Soldier Amid Boycott Calls

Adidas has issued an apology following criticism and boycott demands triggered by an advertising campaign in Israel featuring Shalev Biton, a former Israel Defense Forces (IDF) soldier who lost a leg.

Biton, injured during his military service in 2021, was one of eleven athletes with disabilities highlighted in Adidas stores across Israel. The campaign promoted the "Single Shoe" service, which allows amputees to purchase just one shoe instead of a pair.

"We recognize that an image used in a recent local initiative has caused concern and strong reactions," Adidas stated in a release, as reported by Turkey's Anadolu Agency. "It was never our intention to offend anyone, and we apologize to those affected."

The German sportswear giant clarified that the campaign was developed by its local team and was not part of a global operation. The inclusion of the former Israeli soldier angered pro-Palestinian activists, who drew parallels between his experience and that of Palestinians who have suffered amputations during the Gaza conflict. Spanish actor Javier Bardem notably urged his followers to boycott Adidas.

The "Single Shoe" service, launched in January across 23 European countries, offers a single shoe at half the price of a pair. Adidas plans to expand this initiative to new markets in Europe, Asia, and the Middle East.