“We acknowledge the concerns that have been raised and are taking the feedback seriously,” the company said.
By United with Israel Staff
Adidas has apologized after coming under intense pressure from anti-Israel activists over an Israeli advertising campaign featuring an IDF veteran who lost his leg in a 2021 terrorist attack.
The reversal comes after the sportswear giant initially defended the campaign, saying critics had “misrepresented the purpose” of its Single Shoe accessibility program and stressing that the initiative was designed for amputees and others who need only one shoe.
“We recognize that an image used in a recent local activation by the local team has raised concerns and strong reactions,” Adidas said in its latest statement. “It was never our intent to cause offense and we apologize for anyone affected. We acknowledge the concerns that have been raised and are taking the feedback seriously.”
“Across the Middle East, Adidas has a long-standing commitment to the communities we serve, working alongside athletes, teams and sporting communities throughout the region as well as supporting people and communities in need through product donations.”
“We will continue to listen, learn and work to ensure that our actions reflect the inclusive values we stand for,” the company added.
The apology follows a social media pressure campaign targeting Adidas over its decision to feature Israeli veteran Shalev Biton in an Israeli promotion for the company’s Single Shoe service.
Biton lost his leg after being wounded in an anti-tank missile attack near the Gaza border in 2021, years before the current war. He later returned to athletics and was selected as one of the Israelis featured in the accessibility campaign.
Single Shoe allows customers who need only one shoe to purchase it individually instead of being forced to buy a pair.
The controversy erupted after an anti-Israel social media post juxtaposed a photograph of Biton jogging with his prosthetic left leg with an image of an injured Gazan girl lying in a hospital bed.
The post accused Adidas of “ignoring amputee children in Gaza” by featuring an Israeli veteran and was liked and shared tens of thousands of times, helping fuel calls for a boycott of the German sportswear company.
Adidas initially pushed back against the criticism, emphasizing that the service was a global accessibility initiative rather than a program created for Israel or IDF veterans.
“Adidas launched Single Shoe in Europe in January 2026, a service that allows consumers and athletes who need only one shoe to purchase a single shoe instead of a pair,” the company said in its earlier response.
The company said the program had been developed alongside communities and professional organizations, including the British Paralympic Association, as part of a broader effort to make sports more accessible.
While Adidas did not directly address the boycott campaign at the time, it said it was “aware that interpretations in recent days have misrepresented the purpose of the service.”
“It is important to clarify that this is a global initiative intended to expand choice and accessibility for athletes and consumers around the world,” the company said.
The subsequent apology marks a notable shift in tone, with Adidas now saying it regrets the offense caused by the Israeli advertisement and is taking the criticism seriously.
The company did not identify anything inaccurate or inappropriate about Biton’s participation in the campaign in the apology provided, nor did it say that the Israeli veteran had been removed from the campaign.
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