Adidas apologizes after Israeli campaign sparks global boycott

Adidas has issued an official apology following a backlash over a local advertisement in Israel. The campaign for the company’s ‘Single Shoe Service’—which allows customers to purchase one shoe instead of a pair—featured Shalev Biton, a former Israeli soldier who lost a leg during the 2021 conflict in Gaza.

Pro-Palestinian activists and boycott campaigners criticized the decision, arguing it was insensitive to the thousands of Palestinians in Gaza who have also suffered amputations and limb loss during the ongoing conflict. The controversy has sparked a global #BoycottAdidas movement.

The backlash has extended to Blackpink member Jennie, who recently launched her first co-designed collection, ‘adidas Originals by JENNIE’. While the collaboration is a separate global project, international fans have flooded her social media with demands to ‘leave the brand’ and distance herself from the company due to the Israeli campaign.

Adidas clarified that the controversial promotion was a local activation in Israel rather than a global campaign. In a statement, the company said, “We recognize that an image used in a recent local activation has raised concerns and strong reactions. It was never our intent to offend, and we apologize for anyone affected.”