Critics said using a former Israeli soldier to promote the company’s Single Shoe service was insensitive given the thousands of Palestinians who have lost limbs during the Gaza war.
Adidas said the campaign was a local initiative, apologized for causing offense, and stressed that the Single Shoe program is designed to help people with limb differences buy only the shoe they need.
Adidas apologized after a campaign featuring former Israeli soldier and amputee Shalev Biton sparked boycott calls.
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1September 7, 2026 5.2K 17
