Adidas Apologizes Amid Boycott Calls over Campaign Featuring Former Israeli Soldier
- Adidas apologized after a campaign in Israel featured Shalev Biton, a former soldier who lost his left leg during military service, promoting the Single Shoe service for amputees.
- The campaign sparked backlash and boycott calls from pro-Palestinian activists and public figures, including Javier Bardem, who criticized it for insensitivity due to injuries suffered by Palestinians in Gaza.
- Adidas stated the campaign was a local initiative, not global, emphasized inclusion as a core value, and said it continues expanding the Single Shoe service across Europe, Asia, and the Middle East while taking feedback into account.
- The company highlighted its ongoing support of Middle Eastern communities through working with athletes and donating products, pledging to align its actions with values of inclusion.
15 Articles
15 Articles
Sports giant Adidas has found itself at the center of a fierce controversy.
German sports equipment manufacturer Adidas has issued a statement regarding boycott calls that followed its use of a soldier who lost his leg while serving in the Israeli army and participated in the 2021 attacks on Gaza as its advertising face. However, Adidas is attempting to cover up the scandal...
Qatar News: Only through its Arab account, Adidas apologizes for her promotional campaign for the Israeli soldier.
Adidas responded to boycott calls following its use of an image of a former soldier who lost his leg while serving in the Israeli army in an advertising campaign, with a statement on its regional social media account. The company apologized after the image drew criticism.
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