Adidas Apologizes After Ex-IDF Soldier's Ad Sparks Global Backlash

German sportswear giant Adidas has issued an apology following a significant international backlash over a local marketing campaign in Israel featuring a former Israel Defense Forces (IDF) soldier who lost a leg during service. The campaign, promoting Adidas's "Single Shoe" program for amputees, included Shalev Bitton, an ex-combatant who actively participates in sports after his injury.

Pro-Palestinian activists on social media fiercely criticized Bitton's inclusion, drawing parallels to Gaza residents and accusing the brand of insensitivity. This led to widespread calls for boycotting Adidas products globally. Spanish actor Javier Bardem joined the campaign, urging his followers to boycott the brand.

Adidas stated that the campaign photos and materials caused a strong public reaction, but the company did not intend to offend anyone. They emphasized that the project was developed solely by their Israeli team as part of a regional initiative and was not a global marketing strategy.

Misinformation circulated online, with some users falsely claiming Bitton was injured in the current conflict. In reality, Bitton lost his leg in 2021 when his armored vehicle was hit by an anti-tank missile from Gaza, an attack that also killed his comrade Omer Tabib.

Despite the controversy, Adidas intends to continue expanding its "Single Shoe" program, which has been successfully operating in 23 European countries and supports individuals with disabilities.