Adidas presented its apologies on Monday after an advertising campaign featuring an ex-Israeli soldier generated calls for a boycott. The campaign drew criticism from pro-Palestinian activists due to the presence of the former soldier in an advertisement focused on disability. Adidas stated its "Single Shoe" service aims to promote inclusion by allowing amputees to purchase only the shoe they require. The apology from Adidas followed controversy surrounding an advertising campaign that featured an amputee former Israeli soldier, sparking widespread calls for a boycott.
The company acknowledged the public reaction, stating, "Nous sommes conscients qu’une image utilisée récemment dans une campagne locale a suscité des inquiétudes et de vives réactions." Adidas clarified its intent, adding, "Notre intention n’a jamais été de heurter qui que ce soit et nous présentons nos excuses aux personnes qui ont pu se sentir offensées." The brand further committed to "écouter, d’apprendre et de travailler pour que [ses] actions reflètent les valeurs d’inclusion que [la marque] défend."
Campaign and Service Details
Shalev Biton, who had his left leg amputated after being injured while serving in the Israeli army in 2021, was selected to promote Adidas' "Single Shoe" service. This initiative allows individuals to purchase a single shoe at half the price of a pair. Biton is one of eleven athletes with disabilities featured on posters in Adidas stores across Israel as part of the campaign. The "Single Shoe" is an Adidas service specifically designed to allow the purchase of a single shoe, addressing a long-standing need for amputees.
The "Single Shoe" service was developed in collaboration with several disability associations, including ParalympicsGB. It was first launched in January in 23 European countries. This innovative service allows customers to buy one shoe at half the price of a pair, rather than being forced to purchase a full pair when only one shoe is needed. Adidas stated that the campaign's intention was never "to hurt anyone," and offered apologies to "those who may have felt offended." The company affirmed its commitment to "listen, learn, and work to ensure its actions reflect the values of inclusion it advocates."
Context of Controversy
Activists noted the perceived contrast between the campaign and the situation in Gaza, where thousands of Palestinians have undergone amputations since the start of the conflict. The presence of an ex-Israeli soldier in a campaign about disability drew significant criticism from pro-Palestinian activists. According to the World Health Organization (WHO), more than 5,000 amputations and 22,000 severe limb injuries have been documented in Gaza since October 2023. Children constitute a significant portion of these victims, representing up to a quarter of those suffering long-term consequences in the region.
The criticism directed at Adidas stemmed from the inclusion of an ex-Israeli soldier in a campaign promoting inclusion for amputees, while the humanitarian crisis in Gaza has led to a high number of similar injuries among the Palestinian population. Activists specifically noted the stark contrast with the situation in Gaza, where thousands of Palestinians have been amputated since the start of the war. The perceived discrepancy fueled calls for a boycott against the sportswear brand.
Reactions and Future Plans
The apology from Adidas followed controversy surrounding an advertising campaign that featured an amputee former Israeli soldier. Spanish actor Javier Bardem subsequently called for a boycott of the brand in response to the campaign. Adidas acknowledged the public reaction, stating, "Nous sommes conscients qu’une image utilisée récemment dans une campagne locale a suscité des inquiétudes et de vives réactions." The company clarified its intent, adding, "Notre intention n’a jamais été de heurter qui que ce soit et nous présentons nos excuses aux personnes qui ont pu se sentir offensées."
Adidas plans to expand its "Single Shoe" service to new markets. The initiative, which allows customers to purchase a single shoe at half the price of a pair, is slated for expansion across Europe, Asia, and the Middle East. This expansion includes Palestine, the United Arab Emirates, Lebanon, Saudi Arabia, Kuwait, Qatar, and Egypt. This strategic expansion aims to make the inclusive service available to a broader global audience. The sportswear giant affirmed its commitment to "écouter, d’apprendre et de travailler pour que [ses] actions reflètent les valeurs d’inclusion que [la marque] défend."
