Adidas apologises after Israel campaign sparks boycott calls

Adidas has apologised after a campaign in Israel featuring former Israeli soldier and amputee athlete Shalev Biton triggered criticism from pro-Palestinian activists and calls for a boycott of the brand.

The campaign promoted Adidas’ “Single Shoe” service, which lets people who need only one shoe, including amputees and people with limb differences, buy an individual shoe for 50 per cent of the price of a pair.

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Biton, who lost his left leg after being wounded during his military service in 2021, was among 11 athletes with disabilities featured in promotional material displayed at Adidas stores in Israel.

He appeared trying on an Adidas shoe before running outdoors with a prosthetic leg.

Adidas apologises over local campaign

Adidas said its local Israeli team developed the campaign and that it was not part of its wider international marketing campaign.

“We acknowledge that an image used during a recent local initiative has caused concern and strong reactions,” the company said in a statement quoted by Anadolu. “It was never our intention to offend anyone, and we apologise to those affected.”

The company said the Single Shoe initiative was introduced in Europe in January across 23 countries and has since expanded to several markets in the Middle East.

Adidas…