Adidas Apologizes Over Shoe Advertisement Featuring a Model Who Is a Former Israeli Soldier

Adidas has issued an apology after an advertisement for its adaptive footwear for people with disabilities sparked controversy. The German sportswear brand faced criticism after its local Israeli campaign featured Shalev Biton, a former Israel Defense Forces (IDF) soldier, as a model.

Biton lost his left leg following an injury sustained while on active IDF duty in 2021. He was featured in promotional material for Adidas Single Shoe, a specialised service for customers with limb differences that allows them to purchase only one shoe as required.

Controversy erupted after pro-Palestinian activists criticised Adidas' decision to cast the former Israeli soldier in the campaign.

Critics stated that this choice of model was a sensitive issue, particularly against the backdrop of the Israeli-Palestinian conflict, with large numbers of Palestinians also having lost limbs as a result of Israeli military aggression.

Adidas subsequently released an official apology regarding the dispute.

"We recognise that the visuals used by our local team in this recent activity have caused concern and provoked strong reactions," Adidas stated in remarks reported by Anadolu Agency.

"We did not intend to cause offence to anyone, and we apologise to all parties who have been impacted," the statement continued.

Adidas Confirms Promotional Material Was Not Part Of Global Campaign

Adidas clarified that this promotional material was not part of the company's global campaign, and that the advertisement was a local initiative created by the Adidas Israel team.

The company also reaffirmed that the purpose of the Single Shoe programme is to advance inclusion in sport and daily life.

This service was developed so that people living with limb differences are not required to purchase a full pair of shoes when they only need one individual shoe.

The Single Shoe programme was first launched across 23 European countries in January. Customers are able to purchase individual shoes at 50% of the price of a full pair, both at Adidas physical stores and official outlets.

Since launch, the service has been expanded to additional regions across Europe, Asia and the Middle East. Territories covered by the programme include Palestine, the United Arab Emirates, Lebanon, Saudi Arabia, Kuwait, Qatar and Egypt.

For the Israeli campaign, Biton was one of 11 athletes with disabilities featured on in-store posters at Adidas locations.

However, Biton's background as a former IDF service member drew separate scrutiny. For critics, the issue was not the adaptive footwear service itself, but the decision to platform a figure with Israeli military ties while the ongoing conflict remains active.

Adidas Pledges Ongoing Review And Learning

Adidas stated that this controversy will be used for internal company evaluation. The brand will take public feedback into account to ensure all future activities remain aligned with its principles of inclusion.

Regarding this incident, Adidas has stated it will "continue to listen, learn and act" to ensure all its actions reflect inclusive values.

This is not the first time Adidas has faced public pressure over issues relating to the Israeli-Palestinian conflict.

In 2012, the company faced boycott calls after it sponsored the Jerusalem Marathon. One major point of criticism was that the race route passed through areas of East Jerusalem.

Six years later in 2018, Adidas came under pressure once again. Over 130 Palestinian football clubs and sports associations called on the company to end its sponsorship agreement with the Israel Football Association.