Berlin: German sportswear company Adidas apologized on Monday following an advertising campaign featuring a former Israeli soldier that sparked backlash and calls for a boycott.
According to Anadolu Agency, the campaign included Shalev Biton, who lost his left leg after an injury while serving in the Israeli army in 2021, to promote Adidas's Single Shoe service. The company acknowledged that an image from a local activation had raised concerns and strong reactions. Adidas stated it was not their intention to offend and apologized to those affected, emphasizing that the promotion was a local initiative rather than a global campaign.
Biton was among 11 disabled athletes featured in posters displayed at Adidas stores in Israel. Pro-Palestinian activists criticized the decision to include a former Israeli soldier in a campaign centered on amputees, contrasting it with the thousands of Palestinians who have lost limbs during the ongoing conflict in Gaza. The World Health Organization's estimates released in May indicated that Gaza had recorded over 5,000 traumatic limb amputations and more than 22,000 major extremity injuries since October 2023, with a significant portion of these injuries affecting children.
Spanish actor Javier Bardem was among those who called for a boycott of the company over the promotion. Adidas explained that its Single Shoe service aimed to promote inclusion by allowing people with limb differences to purchase only the shoe they need. Launched in 23 European countries in January, the service offers individual shoes for 50% of the price of a pair at Adidas-owned stores and outlets. It was developed in consultation with disability groups, including ParalympicsGB. Adidas announced plans to expand the program across Europe, Asia, and the Middle East, including Palestine, the United Arab Emirates, Lebanon, Saudi Arabia, Kuwait, Qatar, and Egypt, and pledged to continue ensuring its actions reflect inclusive values.
Adidas has previously faced controversies related to the Israel-Palestine conflict. In 2012, the company dealt with boycott calls from Arab sports officials over its sponsorship of the Jerusalem Marathon, which included routes through Occupied East Jerusalem. The following year, Adidas was no longer among the marathon's sponsors. In 2018, more than 130 Palestinian football clubs and sports associations urged Adidas to end its sponsorship of the Israel Football Association due to its inclusion of clubs based in illegal Israeli settlements in the occupied West Bank. Adidas stated it operated in a "politically neutral way" and supported human rights standards, later ending its sponsorship of the association without publicly attributing the decision to the campaign.
Another controversy arose in July 2024 when Adidas removed Palestinian-American model Bella Hadid from a retro shoe campaign referencing the 1972 Munich Olympics after Israel criticized her inclusion. Hadid has been vocal in supporting Palestinian rights, and her removal led to further criticism and boycott calls. Adidas later apologized to Hadid and other campaign partners, admitting an "unintentional mistake" and revising the campaign, though Hadid was not reinstated.