Adidas apologizes after ad featuring former Israeli soldier who lost leg draws boycott calls
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Adidas has issued an apology for any “offense” the company caused with its recent advertisement that featured an Israel Defense Forces veteran who lost a leg while serving.
“We recognize that an image used in a recent local activation by the local team has raised concerns and strong reactions. It was never our intent to cause offense and we apologize for anyone affected,” the company said in a statement, according to The Times of Israel.
“We acknowledge the concerns that have been raised and are taking the feedback seriously.”
An Adidas logo is seen on the street in Warsaw, Poland, on August 15, 2026. (Photo by Klaudia Radecka/NurPhoto via Getty Images) (Klaudia Radecka/NurPhoto via Getty Images)
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The initiative, which was limited to Adidas outlets in Israel, included posters and videos featuring 10 disabled athletes. The campaign was focused on the company’s single shoe service, showcasing athletes who require just one shoe due to amputations or accidents.
Veteran Shalev Biton, who lost in May 2021 during the conflict in Gaza, was featured in the advertisement. The Hebrew-language video did not mention Biton’s army service or an explanation of how he lost his leg.
Pedestrians walk past an Adidas store at the Taikoo Li Sanlitun shopping complex on August 22, 2026, in Beijing, China. China is seeking to bolster domestic demand and sustain economic growth amid continued pressure from a prolonged property downturn, cautious consumer spending and global trade uncertainties. (Photo by Cheng Xin/Getty Images) (Cheng Xin/Getty Images)
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Criticism falsely claimed that Biton was involved in the recent fighting in Gaza, with anti-Israel activists accusing him of participating in “genocide.” In reality, his accident occurred more than five years ago when an anti-tank missile fired from inside Gaza hit the military vehicle he was in on the Israeli side of the border. Fellow soldier Staff Sgt. Omer Tabib was killed during the action.
“Across the Middle East, Adidas has a long-standing commitment to the communities we serve, working alongside athletes, teams and sporting communities throughout the region as well as supporting people and communities in need through product donations,” Adidas’ statement continued.
“We will continue to listen, learn and work to ensure that our actions reflect the inclusive values we stand for.”
of Adidas, of the German sports equipment manufacturer, in Strasbourg, eastern France, on August 24, 2024. (Photo by Abdesslam MIRDASS / AFP) (Photo by ABDESSLAM MIRDASS/AFP via Getty Images) (ABDESSLAM MIRDASS/AFP via Getty Images)
Biton, who returned to running with a prosthetic limb, took to social media amid the intense wave of backlash he received online following the advertisement.
“Been hit by an absolutely insane wave of hatred and reports from all over the world,” Biton wrote to his Instagram followers, per The Jerusalem Post. “Some of the biggest pro-Palestinian pages in the world, with millions of followers and millions of likes and shares, have been posting about me again and again, and the abuse and reports just don’t stop,” he continued.
The recent war in Gaza began in October 2023.
