Adidas Apologizes After IDF Veteran's Photo Sparks Boycott Calls
Adidas has apologized following a controversy surrounding its "Single Shoe" advertising campaign, developed by its Israeli division. The campaign featured Shalev Biton, a former IDF soldier who lost his left leg in 2021 when a missile from Gaza struck an army vehicle. The "Single Shoe" program aims to support amputees by allowing them to purchase a single shoe at a 50% discount.
However, Biton's participation drew criticism and boycott calls from pro-Palestinian activists on social media, who falsely claimed he was injured during the current conflict. Actor Javier Bardem also joined the boycott.
In response to the backlash, Adidas issued a statement: "We understand that the photo used in a recent local initiative has caused concern and strong reactions. We did not intend to offend anyone and apologize to those who have been affected."
The company's headquarters emphasized that the campaign was prepared by the Israeli team and was not part of Adidas's global marketing strategy. Critics had spread misinformation about Biton's past, and promotional posters were reportedly only displayed in Israeli stores.
The same event, reported separately by each outlet. Open a few to compare what different newsrooms emphasize — and what they leave out.
Not the same event — other stories that share this one’s people, places, or theme: background, reactions, and follow-ups.
