German sportswear manufacturer Adidas issued a formal apology following intense backlash and international calls for a consumer boycott triggered by a localized advertising campaign in Israel. The promotional initiative featured Shalev Biton, a former Israel Defense Forces soldier who lost his left leg during military service, causing pushback from pro-Palestinians and high profile figures.
The controversy centers on a local initiative designed to promote Adidas's "Single Shoe" service in Israel. The service allows amputees to purchase an individual shoe rather than a standard pair. Biton, who sustained his injuries during military service in 2021, was featured alongside ten other athletes with disabilities across Adidas retail stores in Israel.
The inclusion of the former Israeli soldier drew severe criticism from pro-Palestinian activists, who drew comparisons between Biton's story and Palestinians who underwent amputations during the war in Gaza. Prominent Spanish actor Javier Bardem publicly joined the protest, explicitly calling on his social media followers to boycott the German athletic apparel brand.
In response to the mounting public pressure and boycott movement, Adidas issued an official statement addressing the matter. "We acknowledge that an image used during a recent local initiative has caused concern and strong reactions," Adidas stated, as reported by news agency ANADOLU. "It was never our intention to offend anyone and we apologize to those affected".
The German corporation sought to distance its corporate headquarters from the specific promotional materials used in the regional stores. Adidas specified that the campaign was designed entirely by its local Israeli marketing team and was not part of an overarching global operation.
