Firm describes posters as a neighborhood promotion of its Single Shoe service as critics level to Gaza’s amputation disaster
Adidas signage is seen on their retailer on the Woodbury Widespread Premium Shops in Central Valley, New York, US. Picture: REUTERS/file
German sportswear firm Adidas apologised on Monday after an promoting marketing campaign that includes a former Israeli soldier prompted a backlash and requires a boycott.
The marketing campaign featured Shalev Biton, whose left leg was amputated after he was wounded whereas serving within the Israeli military in 2021, to advertise Adidas’s Single Shoe service.
“We recognise that a picture utilized in a current native activation by the native crew has raised considerations and robust reactions,” Adidas mentioned in an announcement.
Adidas is going through fierce backlash after that includes Israeli soldier Shalev Biton, who misplaced a leg whereas participating within the Israel’s 2021 brutal assault on Gaza, in its new Single Shoe Service marketing campaign, which permits amputees to buy a single shoe at half worth.
Critics argue the… pic.twitter.com/ldiQrn3dZs
— TRT World (@trtworld) September 3, 2026
Learn: Israeli strikes on southern Lebanese city kill 11, state information company says
“It was by no means our intent to trigger offence, and we apologise to anybody affected,” the corporate added, describing the promotion as a neighborhood initiative quite than a part of a worldwide marketing campaign.
Biton was considered one of 11 disabled athletes featured on posters displayed at Adidas shops in Israel.
Professional-Palestinian activists criticised the choice to incorporate a former Israeli soldier in a marketing campaign centred on amputees, contrasting the promotion with the 1000’s of Palestinians who’ve misplaced limbs throughout Israel’s struggle on Gaza.
World Well being Organisation estimates printed in Might mentioned that Gaza had recorded greater than 5,000 traumatic limb amputations and over 22,000 main extremity accidents since October 2023. As much as 1 / 4 of these with life-changing accidents had been youngsters, in keeping with the organisation.
Spanish actor Javier Bardem was amongst those that urged shoppers to boycott the corporate over the promotion.
📌 Spanish actor Javier Bardem requires boycott of Adidas over model’s marketing campaign in Israel selling its ‘Single Shoe’ service via a former Israeli soldier
📱 Bardem shares a number of boycott posts on Instagram Tales as marketing campaign attracts criticism over distinction with 1000’s of… pic.twitter.com/FlOoXbxCVP
— Anadolu English (@anadoluagency) September 6, 2026
Adidas mentioned its Single Shoe service was meant to advertise inclusion by permitting individuals with limb variations to solely buy the shoe they want.
The corporate launched the service in 23 European international locations in January, providing particular person sneakers for 50% of the value of a pair at Adidas-owned shops and retailers. It was developed in session with incapacity teams and organisations, together with ParalympicsGB.
Learn extra: Israeli strikes on southern Lebanese city kill 11, state information company says
Adidas mentioned this system was increasing throughout Europe, Asia and the Center East, together with Palestine, the United Arab Emirates, Lebanon, Saudi Arabia, Kuwait, Qatar and Egypt.
The corporate mentioned it could “proceed to pay attention, study and work to make sure that our actions replicate the inclusive values we stand for”.