Adidas caught up in scandal with IDF - details
Adidas apologized after a scandal surrounding the Single Shoe advertising campaign developed by the brand's Israeli division. The campaign featured former IDF soldier Shalev Biton, who lost his leg in 2021. Pro-Palestinian activists called for a boycott, joined by actor Javier Bardem.
Adidas found itself at the center of a scandal due to the Single Shoe advertising campaign developed by the brand's Israeli division. The campaign is designed to support people with amputations and allows customers to purchase one shoe at a 50% discount. One of the participants was former IDF soldier Shalev Biton, who lost his left leg in 2021 after an anti-tank missile from Gaza struck an army vehicle. Biton's participation sparked criticism and calls to boycott Adidas from pro-Palestinian activists on social media, who claimed he was injured during the current conflict. Spanish actor Javier Bardem joined the boycott. In response, Adidas issued an official apology, emphasizing that the campaign was a local initiative by the Israeli team and not part of a global strategy. Earlier, "Cursor" reported that the scandal also affected another participant, Nadvav Biton, whose advertising posters were placed only in Israeli stores. Critics spread false information about the Israeli participant's past.