Adidas Apologizes After IDF Veteran's Campaign Sparks Backlash
Sportswear giant Adidas issued an apology on September 8, 2026, following criticism of its "Single Shoe" advertising campaign, which was developed by its Israeli division. The campaign featured Shalev Bitton, a former Israel Defense Forces (IDF) soldier who lost his leg in 2021 when his military vehicle was hit by an anti-tank missile from Gaza. The "Single Shoe" program aims to support amputees by allowing them to purchase a single shoe at half price.
However, Bitton's inclusion in the campaign drew negative reactions and boycott calls on social media from pro-Palestinian activists who incorrectly claimed he was injured during the current conflict. Spanish actor Javier Bardem also joined the boycott.
In response to the outcry, Adidas released a statement acknowledging the concern and strong reaction caused by the photograph used in the local initiative. The company stated, "We did not intend to offend anyone and apologize to those who were hurt by it." Adidas headquarters clarified that the campaign was created by a local Israeli team and was not part of a global marketing strategy.
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