Adidas Apologises After Featuring Former Israeli Soldier in Shoe Advertisement

The German sportswear company Adidas apologised on Monday (7/9) after featuring a former Israeli soldier in a shoe advertisement, which has triggered calls for a boycott.

The advertisement features Shalev Biton as part of the ‘Single-Shoe Service’ campaign, a programme that allows individuals with leg amputations to purchase a single shoe at 50% of the price of a pair. Biton’s left leg was amputated after he was injured while serving in the Israeli military in 2021.

“We are aware that the imagery used in a recent campaign by our local team has caused concern and a strong reaction,” Adidas stated in a statement, according to reports from the Times of Israel.

“We never intended to cause offence and we apologise to anyone affected,” the company added.

Biton is one of 11 athletes with disabilities featured in posters displayed in Adidas stores in Israel.

The selection of Biton as the face of the campaign has drawn criticism from human rights activists and pro-Palestinian groups. They have questioned Adidas’s decision to use a former Israeli soldier in a campaign that highlights the issues of amputation and inclusivity.

“Are you doing the same for Palestinians who have lost limbs?” wrote one social media user. Other users questioned the fate of Gaza residents who have undergone amputations due to the war.

A report released by the World Health Organisation in May stated that there have been more than 5,000 cases of amputation in Gaza.

Spanish actor Javier Bardem is among those urging the public to boycott Adidas.