Adidas apologizes for campaign featuring disabled IDF soldier following calls to boycott
The initiative, limited to local Israeli outlets rather than running globally, included posters and videos featuring disabled athletes who require only one shoe because of limb differences.
Adidas, the renowned German sportswear company, has apologized for a marketing campaign in Israel that featured a disabled veteran. The promotion highlighted Shalev Biton, a former Israel Defense Forces soldier who lost his leg during the Gaza conflict in May 2021. The campaign aimed to promote the company's single shoe service, which aids individuals with limb differences.
However, the initiative faced severe backlash and calls for a boycott from pro-Palestinian activists and international figures, including Spanish actor Javier Bardem. Critics argued that featuring an Israeli military veteran was insensitive, given the severe humanitarian crisis and the high number of amputees in Gaza due to ongoing hostilities.
Adidas distanced itself from the regional initiative and apologized for any distress caused, emphasizing that the single shoe service was initially designed to promote inclusion for people with limb differences. The company stated that it takes feedback seriously and will continue to listen and learn to ensure its actions align with inclusive values.
Biton shared his personal experience with the intense online harassment he faced, expressing gratitude to his supporters for standing by him during this challenging time.
Written by urgent.news from Jerusalem Post's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
Also reported by 1 other outlet
- Adidas apologises after Israel campaign sparks boycott calls businessday.ng
