Adidas faces global backlash and boycott calls after featuring former Israeli soldier Shalev Biton in a local campaign for its “Single Shoe” service, according to statements from the brand and reports by regional media. The marketing effort, which promoted the sale of single running shoes for amputees, sparked intense criticism from pro-Palestinian activists on social media platforms due to the soaring number of amputees in the Gaza Strip caused by ongoing military conflict.
Adidas Apologizes for Local Campaign Imagery
Global headquarters for Adidas issued a public apology acknowledging that an image used in a localized advertisement triggered strong negative reactions and concerns. According to the company statement, the brand never intended to cause offense and apologized to anyone affected by the campaign. Adidas also stated that it would continue listening and learning to ensure its marketing activities align with its core values of inclusivity.
Global Brand Distances Itself from Local Team Activity
The international sportswear giant appeared to distance itself from the execution of the project in Israel, clarifying that the controversial image was deployed as part of an activity organized strictly by the local team. According to company disclosures, the promotional posters featuring Biton alongside 10 other disabled athletes appeared exclusively inside Adidas retail stores within Israel and were never part of any broader international marketing rollout.
Did you know? The Adidas “Single Shoe” service is designed to help runners with limb differences purchase only one individual running shoe rather than a full pair, though the execution of its local marketing recently sparked intense controversy.
Promotional Video Removed Amid Boycott Calls
The promotional video posted by Biton on Instagram disappeared from his account following days of sustained international backlash and growing demands to boycott the brand. According to statements made by Biton, his social media profile experienced a massive wave of reporting before the content was taken down. Despite the deletion, copies of the controversial video continued circulating widely across various social media accounts representing both supportive and critical viewpoints.
Frequently Asked Questions
Why did Adidas face boycotts over the campaign?
Activists criticized the company for utilizing a former Israeli soldier in an advertisement promoting gear for amputees while the conflict in Gaza resulted in high numbers of amputations, particularly among children.
Was the campaign released globally?
No. Adidas clarified that the posters and promotional activity were handled exclusively by the local team in Israel and were not part of a worldwide advertising strategy.
What action did Adidas take regarding the backlash?
Adidas released an official apology acknowledging public concerns, stated that it never intended to cause offense, and emphasized that it would continue working to align its activities with corporate values of inclusivity.
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