Adidas Apologizes Amid Global Backlash Over Israeli Soldier's Campaign Role

Global sportswear giant Adidas has issued an apology following international backlash over the participation of an Israeli former soldier in a recent social media campaign. The campaign, launched by Adidas Israel, aimed to offer amputees a single shoe at half price. Shalev Biton, a former IDF soldier who lost a leg to a missile fired from Gaza in 2021, was selected as one of eleven leg amputee athletes to lead the initiative.

Biton's involvement sparked widespread calls for a global boycott of Adidas on social media, led by pro-Palestinian activists and celebrities, including actor Javier Bardem. Biton shared a video detailing the intense online harassment he has faced, stating, "I am getting a crazy wave of hate and reports from all over the world." He displayed posts denigrating him and Israel, urging his followers to support him and stand against the hate.

"They are looking for me, but they are looking for all IDF soldiers and the people of Israel," Biton stated in his video. "I am receiving much more hate than love, and I need you with me so we can strengthen the page and respond to them. The people of Israel live, no one can defeat us."

Under significant pressure and boycott demands, Adidas Global released an official apology. The company clarified that the campaign was a local initiative by the Adidas Israel team and that there was no intention to offend or insult anyone. Adidas stated they are taking the criticism seriously, while Biton and the Israeli public continue to confront the online attacks.