Adidas has apologized following criticism over an Israeli advertising campaign that featured Shalev Biton, a former IDF soldier who lost his left leg after being wounded while serving in the military in 2021.
Biton was among 11 disabled athletes featured on posters at Adidas stores in Israel as part of a promotion for the company's Single Shoe service, which allows customers with limb differences to purchase only the shoe they need rather than a complete pair.
“We recognize that an image used in a recent local activation by the local team has raised concerns and strong reactions," Adidas said in a statement quoted by the Anadolu news agency.
“It was never our intent to cause offense and we apologize for anyone affected," the company added, emphasizing that the promotion was a local initiative and not part of a global campaign.
Adidas launched the Single Shoe service in 23 European countries in January. The program allows customers to purchase an individual shoe for half the price of a full pair at Adidas-owned stores and outlets. The company said the initiative was developed in consultation with disability organizations, including ParalympicsGB.
According to Adidas, the service is now being expanded to additional markets across Europe, Asia and the Middle East. The company said it would “continue to listen, learn and work to ensure that our actions reflect the inclusive values we stand for."
The inclusion of Biton sparked criticism from pro-Palestinian Arab activists, who objected to featuring a former Israeli soldier in an initiative focused on people who have lost limbs. They contrasted his story with Palestinian Arabs who have suffered limb loss during the counterterrorism war in Gaza.
Spanish actor Javier Bardem was among those who urged his followers to boycott Adidas over its decision to promote the initiative in Israel using Biton.