Adidas apologizes for Israel campaign backlash

Sportswear company Adidas has issued an apology after an advertising campaign in Israel featuring a former Israeli soldier sparked criticism and calls for a boycott. The campaign promoted Adidas's Single Shoe service, which allows customers with limb differences to purchase individual shoes. The advertisement featured Shalev Biton, an Israeli veteran who lost his left leg in 2021 after his military vehicle was struck by a missile while he was serving on the Israeli side of the Gaza border. Biton was among 11 disabled athletes featured in posters displayed at Adidas stores across Israel. Adidas stated that the campaign was a local initiative by its Israeli team and that it recognized the concerns and strong reactions it had generated. "It was never our intent to cause offense and we apologize for anyone affected," the company said in a statement. Adidas emphasized that the Single Shoe service is an international accessibility initiative designed to support inclusion, allowing individuals to buy only the shoe they need at half the price of a pair.