Adidas has issued an apology after an advertisement featuring an Israel Defense Forces (IDF) veteran who lost a leg during service in Gaza sparked backlash. The company stated that it recognized the concerns raised and apologized for any offense caused by the advertisement.
The campaign, which was limited to Adidas outlets in Israel, was part of a single shoe service initiative and featured 10 disabled athletes. The advertisements showcased athletes who require only one shoe due to amputations or accidents.
Shalev Biton, the veteran featured in the ad, lost his leg in May 2021 when an anti-tank missile fired from Gaza hit his military vehicle on the Israeli side of the border. A fellow soldier, Staff Sgt. Omer Tabib, was killed in the incident. The Hebrew-language video did not specify Biton's military service or detail the circumstances of his injury.
Following the advertisement's release, anti-Israel activists falsely claimed Biton was involved in recent fighting in Gaza and accused him of participating in "genocide." Biton, who has returned to running with a prosthetic limb, addressed the online criticism, stating he had been subjected to an "insane wave of hatred and reports from all over the world." He noted that large pro-Palestinian pages with millions of followers had repeatedly posted about him, leading to significant abuse and reports.
Adidas reiterated its long-standing commitment to the communities it serves in the Middle East, highlighting its work with athletes, teams, and sporting communities, as well as product donations. The company stated it would continue to listen, learn, and ensure its actions align with its inclusive values.