Full Breakdown
Adidas Apologizes After Israel Campaign Sparks Boycott Calls
9/8/2026, 4:31:47 AM
Core Event
- On September 7 2026, Adidas issued a public apology after a locally-run advertising activation in Israel featured former Israeli Defense Forces (IDF) soldier Shalev Biton, whose left leg was amputated in 2021. The promotion of the company’s “Single Shoe” service provoked strong reactions and calls for a boycott.
Background & Context
- May 12 2021: Biton was injured when an anti-tank missile fired from Gaza struck his vehicle during Operation Guardian of the Walls; fellow soldier Staff Sgt. Omer Tabib was killed. Biton now runs with a prosthetic limb.
- The “Single Shoe” service, launched in January in Europe, allows athletes with limb differences to purchase a single shoe at half the price of a pair and is being expanded to the Middle East, including the United Arab Emirates, Palestine, Lebanon, Saudi Arabia, Kuwait, Qatar and Egypt.
- Pro-Palestinian activists highlighted the contrast between featuring an Israeli soldier and the humanitarian toll in Gaza, where the World Health Organization estimates more than 5,000 traumatic limb amputations and over 22,000 major extremity injuries since the war began in 2023.
Data & Statistics
- 11 disabled athletes (Biton plus ten others) appeared on posters in Adidas stores across Israel.
- The Single Shoe service is active in 23 European countries and is being rolled out across the listed Middle-Eastern markets.
Official Statements & Responses
- Adidas said the image used in the local activation “raised concerns and strong reactions” and that the company “never intended to cause offense.”
- The firm emphasized its long-standing commitment to communities throughout the Middle East, noting collaborations with athletes, teams and disability organizations.
Criticism & Opposition
- Spanish actor Javier Bardem publicly urged consumers to boycott Adidas over the promotion.
- Palestinian activist Abeer Khatib joined the boycott calls, arguing the campaign ignored the scale of suffering among Gazan amputees.
Timeline
- May 12 2021 – Biton injured during Operation Guardian of the Walls.
- January – Single Shoe service launched in Europe.
- September 7 2026 – Adidas apologizes after backlash in Israel.
Why It Matters
- The episode revives longstanding tensions surrounding Adidas’s involvement in the Israel-Palestine arena, recalling earlier controversies such as the 2012 Jerusalem Marathon sponsorship boycott and the 2018 pressure from over 130 Palestinian football clubs.
- It shows how corporate branding tied to disability inclusion can intersect with geopolitical sensitivities, influencing consumer perception and prompting demands for corporate accountability.
Conflicting Reports & Gaps
- Some social-media criticism incorrectly claimed Biton participated in the 2023 Gaza war or was involved in “genocide.” Adidas’s statements note that the Hebrew-language video did not mention his military service, and no evidence substantiates those allegations.
Verbatim Quote
- “We recognize that an image used in a recent local activation by the local team has raised concerns and strong reactions,” — West Bank, Adidas
