They Made a Killer Israeli Soldier the Face of the Ad: Adidas Tries to Cover Up the Scandal and Hide Even Its “Apology”

Adidas has issued an apology after boycott calls over a campaign featuring a former Israeli soldier who lost his leg while serving in the army. But the company did not publish a general statement through its main channels. Instead, it used the regional Adidas Arabia account and placed the message only in a temporary social-media story.

The statement came after global criticism of the German sportswear company’s decision to feature Shalev Biton in advertising for its Single Shoe service. Adidas Arabia wrote: “We are aware that an image used at a recent event organized by the local team has caused concern and strong reactions. We never intended to offend anyone. We apologize to everyone affected.”

The post said Adidas recognized the concerns raised and took the feedback seriously. It also said, “We have a long-standing commitment to the communities we serve across the Middle East. Alongside working with athletes, teams and sporting communities throughout the region, we support people and communities in need through product donations.” The company added that it would continue listening, learning and working to reflect its inclusive values in its actions.

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We are aware that an image used at a recent event organized by the local team has caused concern and strong reactions. We never intended to offend anyone. We apologize to everyone affected.

The article says Adidas also used similar language in a statement to The Times of Israel, but that statement did not appear on the company’s main page or primary account. Adidas did not answer Anadolu Agency’s questions about the issue.

Biton was featured in the campaign for Adidas’ Single Shoe service, which allows customers with limb differences to buy only one shoe. The campaign drew stronger reactions and boycott calls because Biton had served in the Israeli army and lost his leg during Israel’s 2021 attacks on Gaza. The article links the criticism to the thousands of Palestinians who lost limbs in the Gaza Strip and frames Adidas’ limited apology as an attempt to conceal the controversy.

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We have a long-standing commitment to the communities we serve across the Middle East. Alongside working with athletes, teams and sporting communities throughout the region, we support people and communities in need through product donations.