Adidas, which faced criticism over an advertising campaign featuring former Israeli soldier Shalev Biton, issued an apology through the Adidas Arabia account.
In a statement posted on the company’s regional account, Adidas acknowledged that an image used at an event recently organized by its local team had caused concern and strong reactions. The statement said there had been no intention to offend anyone and apologized to all those affected.
Adidas said it acknowledged the concerns that had been raised and took the feedback seriously. The company also said it had long been committed to the communities it served across the Middle East, working with athletes, teams and sports communities and donating products to people and communities in need.
In its post, Adidas Arabia said the company would continue listening, learning and working to reflect its inclusive values through its actions.
Adidas used similar language in an exclusive statement to The Times of Israel. However, the statement did not appear on the company’s homepage or main account. The company did not respond to questions about the matter.
The sportswear manufacturer used Shalev Biton, a retired soldier who took part in attacks on Gaza in 2021 and lost his leg while serving in the Israeli army, in the company’s “one-shoe service” advertisement.
Biton’s selection as the face of the campaign intensified criticism of Adidas and calls for a boycott because of his connection to the Israeli army, which has caused thousands of Palestinians in the Gaza Strip to lose limbs.