Adidas Apologizes After IDF Veteran's Campaign Sparks Global Outcry

Global sportswear giant Adidas issued a public apology following international backlash over a campaign featuring an Israeli former IDF soldier who lost a leg in combat. The apology came after days of calls for boycotts and social media attacks directed at Shalev Biton, the veteran who participated in the campaign for Adidas Israel. The company stated, "We recognize that an image that recently appeared as part of a local activity by the local team has caused concern and strong reactions. It was never our intention to cause offense, and we apologize to anyone who has been affected by it." Adidas added that it takes the feedback seriously.

The campaign, launched in January 2026 and active in 23 countries including Israel, promotes a new initiative allowing amputees to purchase a single shoe at half the price of a pair. In the UK, the campaign is fronted by Paralympic athlete Stef Reid. Biton, who lost his leg to a missile fired from Gaza in 2021, was featured alongside ten other amputee athletes. His military service became the focal point of international political controversy, with pro-Palestinian activists accusing Adidas of complicity in genocide and calling for a boycott. Actor Javier Bardem joined these calls.

Biton himself shared on Instagram that he had received a "crazy wave of hate and reports from all over the world," accusing pro-Palestinian pages with millions of followers of repeatedly posting his image and sending hateful messages. He stated, "This story is not about me, it defames IDF soldiers who fought, friends I love, and the people of Israel. I am receiving much more hate than love and need you with me. Am Israel Chai (The people of Israel live)."

This is not the first time Adidas has faced international controversy since the war between Hamas and Israel began. In July 2024, the company featured supermodel Bella Hadid in a campaign for retro sneakers, referencing the 1972 Munich Olympics where 11 Israeli athletes were murdered. Adidas's apology highlights the challenge of balancing local marketing with global brand identity, suggesting future campaigns will require greater caution in selecting ambassadors.