Adidas apologizes over Israeli campaign featuring disabled IDF veteran amid boycott calls

Adidas issued an apology overnight following boycott calls and controversy surrounding an Israeli advertising campaign featuring former IDF soldier Shalev Biton, who was disabled during his military service.

In its statement, the global sportswear company described the campaign as “a local initiative by the Adidas Israel team.” It added that “there was no intention to hurt or offend” with the campaign and said it was taking the criticism seriously.

Biton said he had been subjected to an intense wave of hatred following the campaign, saying: “I’m getting a crazy wave of hate.”