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// DOSSIER — adidas-apologizes-israeli-campaign-former-soldier
Adidas Apologizes for Israeli Campaign Featuring Former Soldier Amid Boycott Calls
REL_TIME: 08 Sep 2026 11:13Z · LANG: EN
Adidas has issued an apology following intense backlash and boycott calls triggered by a local Israeli advertising campaign for its 'Single Shoe' service. The campaign featured Shalev Biton, a former Israeli soldier who lost his leg during military service in 2021. Critics, including high-profile figures like actor Javier Bardem, condemned the choice as insensitive given the high number of amputations in Gaza resulting from ongoing military operations. Adidas characterized the campaign as a 'local activation' and stated it never intended to cause offense, while regional branch Adidas Arabia issued a specific apology as global accounts remained silent.
// Background
This controversy follows a 2024 incident where Adidas removed Palestinian-American model Bella Hadid from a campaign for a retro sneaker associated with the 1972 Munich Olympics after objections from Israel. Additionally, the World Health Organization reported in May 2024 that over 22,000 people in Gaza had suffered major limb injuries, with children accounting for a quarter of those cases.
// Key Developments
- The campaign promoted Adidas's 'Single Shoe' service, which allows amputees to purchase one shoe for 50% of the price of a pair.
- Featured athlete Shalev Biton is a former member of the IDF's Nahal infantry brigade who was wounded near Gaza in May 2021.
- Activists highlighted the contrast between the campaign and the 5,000+ traumatic limb amputations recorded in Gaza since October 2023.
- Spanish actor Javier Bardem was among the prominent voices calling for a consumer boycott of the brand.
- The 'Single Shoe' service has been expanded to several Middle Eastern markets, including Palestine, the UAE, and Saudi Arabia.
// Timeline
-
Shalev Biton is wounded near Gaza while serving in the Israeli army, leading to the amputation of his left leg.
-
Adidas rolls out the Single Shoe service in 23 European countries.
-
Adidas issues a formal apology following widespread social media backlash and boycott calls over the Israeli campaign.
-
Adidas Arabia issues a specific apology on regional social media accounts while global accounts remain silent.
// Perspectives
[Adidas]
Apologetic but distancing; the company framed the campaign as a localized marketing error rather than a global political statement.
[Pro-Palestinian Activists]
Highly critical; they argue that featuring an IDF soldier is an endorsement of 'war crimes' and insensitive to the humanitarian crisis in Gaza.
[Shalev Biton]
Personal advocacy; he viewed the campaign as a positive step for disability representation and accessibility.
// Quotes
“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.”
“It is the desire that the world we live in would sometimes adjust itself to us, and not always that we will have to adjust ourselves to it.”
“Gaza has the highest per capita rate of child amputees in the world. More than 5,000 traumatic limb amputations have been estimated since October 2023, as a result of Israeli attacks carried out by soldiers like the one Adidas chose to model for them.”
