Adidas Arabia apologizes for campaign featuring former Israeli soldier
As Anadolu Agency reports, Adidas Arabia apologized for an advertising campaign in Israel featuring former Israeli soldier Shalev Biton. The campaign promoted the Single Shoe service, and its appearance prompted criticism and calls to boycott the brand.
Company response
In a statement, Adidas Arabia said that an image used in a recent local campaign had caused concern and a strong reaction. The regional division of the German sportswear manufacturer said it did not intend to offend anyone, apologized to everyone affected, and stressed that it takes the reaction seriously.
Biton lost his left leg after being wounded while serving in the Israeli army in 2021. He was one of 11 athletes with disabilities whose images were placed on posters in Adidas stores in Israel.
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Activists' criticism
Pro-Palestinian activists criticized the participation of the former soldier in the campaign dedicated to people with amputations. They contrasted the advertisement with the thousands of Palestinians who lost limbs during Israel's war in Gaza.
WHO data
According to World Health Organization estimates published in May, Gaza has recorded more than 5,000 traumatic amputations and over 22,000 severe limb injuries since October 2023. Children accounted for up to a quarter of people with life-changing injuries.
