Jakarta, ThedailyID — German sportswear company Adidas has apologized after an advertisement for its disability-focused Single Shoe service featured a former Israeli soldier.
The advertisement featured Shalev Biton, a former Israel Defense Forces (IDF) soldier whose left leg was amputated after he was injured while serving in 2021. Biton was among 11 athletes with disabilities featured on a poster displayed at an Adidas store in Israel.
The campaign drew criticism from pro-Palestinian activists, who questioned the decision to feature a former Israeli soldier while thousands of Palestinians have also lost limbs amid Israel’s military campaign.
“We recognize that the imagery used in recent activity by the local team has raised concerns and strong reactions,” Adidas said on Tuesday, September 8, 2026, as reported by Anadolu Agency.
“We never intended to cause offense, and we apologize to anyone who has been affected,” the company added.
Adidas said the advertisement was a local initiative in Israel and was not part of a global campaign.
The Single Shoe service aims to promote inclusion by allowing people with limb differences to purchase only the shoe they need instead of buying a full pair.
Adidas introduced the service in 23 European countries in January. Individual shoes are offered at 50% of the price of a complete pair at Adidas stores and outlets.
The program has since expanded across Europe, Asia and the Middle East. The company said the service is available in markets including Palestine, the United Arab Emirates, Lebanon, Saudi Arabia, Kuwait, Qatar and Egypt.
Adidas said it would “continue to listen, learn and work” to ensure its actions reflect its commitment to inclusion.
The company has faced controversy over its involvement in Israel before. In 2012, Adidas faced boycott calls over its sponsorship of the Jerusalem Marathon, whose route passed through occupied East Jerusalem.
In 2018, more than 130 Palestinian football clubs and sports associations also called on Adidas to end its sponsorship of the Israel Football Association.
