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🇵🇸 Palestine /Conflict & Security

Adidas apologizes after promotion featuring former IDF soldier who lost a leg draws backlash

From Times of Israel · () English

Translated from English and summarized by DistantNews. Read the original for the full story.

At a glance

News Official statement Context piece
  • Adidas apologized for causing offense over an Israeli advertisement featuring Shalev Biton, a former IDF soldier who lost a leg in 2021.
  • The sportswear company faced calls for a boycott after featuring Biton in a campaign for its Single Shoe service for amputees.

Adidas apologized after an Israeli campaign featuring Shalev Biton prompted accusations of offense and calls for a boycott.

Biton, a former Israel Defense Forces soldier, lost a leg in 2021. Adidas included him in local advertising for its Single Shoe service, which provides footwear for amputees.

The sportswear giant said it was “taking feedback seriously” as criticism mounted over the promotion.

Taking feedback seriously

· AdidasThe company’s response to criticism and boycott calls over the Israeli campaign.
About this summary

Originally published by Times of Israel in English. Translated, summarized, and contextualized automatically by DistantNews, with a note on how the source frames the story. Not individually reviewed before publishing. How this works.

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