Adidas Steps Back and Apologizes Through Its Arabic-Language Account

Adidas apologized after a campaign featuring Shalev Biton, a former Israeli soldier who lost his left leg while serving in the Israeli army in 2021, drew widespread criticism. The company delivered the apology through its regional Adidas Arabia account instead of its global account, which has more than 30 million followers.

Adidas Arabia said an image used at a recent local event had caused concern and strong reactions. “We are aware that an image used at a recent local event conducted by the local team has caused concern and strong reactions,” the company said. “We did not intend to offend anyone and apologize to everyone affected.” Adidas said it was treating the reactions with extreme seriousness.

The company also said the campaign formed part of a local initiative and was not a global effort. By Monday, Adidas’ main global account and other regional accounts had not published a similar public statement about the criticism.

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We are aware that an image used at a recent local event conducted by the local team has caused concern and strong reactions.

Biton appeared in promotional images for Adidas’ Single Shoe service, one of 11 disabled athletes featured in the campaign. The service allows people with limb differences to buy only the shoe they need. Adidas launched it in January across 23 European countries, offering single shoes at half the price of a pair through its stores and sales outlets. The company said the service was developed with disabled groups and organizations, including the Paralympic movement.

Pro-Palestinian activists objected to the campaign, pointing to the thousands of Palestinians who lost limbs during Israel’s attacks on Gaza. Spanish actor Javier Bardem said he stood in solidarity with Palestinians and urged consumers to boycott Adidas.

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We did not intend to offend anyone and apologize to everyone affected.