Adidas has apologized after facing significant backlash over a marketing campaign in Israel featuring Shalev Biton, a disabled former soldier of the Israel Defense Forces (IDF). The campaign, which ran exclusively in Israel, aimed to promote Adidas’ single shoe service designed for athletes with amputations. Biton, who lost his leg during the May 2021 conflict in Gaza, was one of several disabled athletes featured in the promotion.

Biton served in the Nahal Brigade’s Battalion 931 and was seriously injured when an anti-tank missile fired from Gaza struck his vehicle during Operation Guardian of the Walls. Following a lengthy rehabilitation process, he resumed running with a prosthetic limb. The campaign highlighted the single shoe service, which allows customers to purchase one shoe for athletes who have limb differences. Adidas said the initiative had been launched previously in Europe in collaboration with disability groups and was being expanded to other regions, including the Middle East.

The campaign sparked immediate criticism from pro-Palestinian activists and international figures, including Spanish actor Javier Bardem, who called for a boycott. Critics argued that the ad was insensitive given the ongoing humanitarian crisis in Gaza, where many Palestinians have suffered amputations due to the conflict. They contended that featuring an Israeli military veteran amplified the controversy.

In response to the criticism, Adidas’ global headquarters issued a statement distancing itself from the regional campaign and apologizing for any offense caused. The company emphasized that the campaign’s purpose was to promote inclusion and that it took the feedback seriously, committing to “listen, learn, and work to ensure that our actions reflect the inclusive values we stand for.”

Biton addressed the hostility directed at him on social media, describing an “insane wave of hatred and reports” targeting him worldwide. Through his Instagram account, shalev_biton123, he appealed for support amid what he described as a coordinated campaign of mass reporting and harassment led by prominent pro-Palestinian social media pages. Biton expressed gratitude to his supporters and urged them to help protect his online space during this period.

The incident underscores the complex sensitivities surrounding public campaigns related to disability and conflict in the region, highlighting the challenges companies face when addressing diverse audiences amid ongoing tensions.