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Adidas Arabia Issues Apology Over Ad Featuring Ex-Israeli Soldier
(MENAFN) Adidas Arabia, the regional arm of German sportswear giant Adidas, issued an apology Monday after an advertising campaign spotlighting a former Israeli soldier triggered public outrage and boycott calls.
The campaign, promoting Adidas's Single Shoe service, featured Shalev Biton, who lost his left leg after being wounded while serving in the Israeli military in 2021.
"We recognize that an image used in a recent local campaign has raised concerns and strong reactions," Adidas Arabia said in a statement.
"It was not our intention in any way to cause offense, and we apologize to everyone affected by this," the company added, saying it was treating the backlash "with the utmost seriousness."
Biton appeared alongside 10 other disabled athletes on posters displayed at Adidas stores across Israel.
Pro-Palestinian activists slammed the choice to feature a former Israeli soldier in an amputee-focused campaign, drawing a sharp contrast with the thousands of Palestinians who have lost limbs during Israel's war on Gaza.
Figures published in May by the World Health Organization estimate that Gaza has recorded more than 5,000 traumatic limb amputations and over 22,000 major extremity injuries since October 2023 — with children accounting for up to a quarter of those left with life-changing injuries.
The campaign, promoting Adidas's Single Shoe service, featured Shalev Biton, who lost his left leg after being wounded while serving in the Israeli military in 2021.
"We recognize that an image used in a recent local campaign has raised concerns and strong reactions," Adidas Arabia said in a statement.
"It was not our intention in any way to cause offense, and we apologize to everyone affected by this," the company added, saying it was treating the backlash "with the utmost seriousness."
Biton appeared alongside 10 other disabled athletes on posters displayed at Adidas stores across Israel.
Pro-Palestinian activists slammed the choice to feature a former Israeli soldier in an amputee-focused campaign, drawing a sharp contrast with the thousands of Palestinians who have lost limbs during Israel's war on Gaza.
Figures published in May by the World Health Organization estimate that Gaza has recorded more than 5,000 traumatic limb amputations and over 22,000 major extremity injuries since October 2023 — with children accounting for up to a quarter of those left with life-changing injuries.
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