Boycott backlash forces Adidas apology over Israeli soldier campaign
German sportswear manufacturer Adidas issued an official apology on September 7, 2026, after an in-store advertising campaign in Israel featuring a wounded former Israeli soldier triggered international backlash and boycott calls. The promotional decision led pro-Palestinian activists, public figures, and international consumer groups to demand direct accountability from the corporate retailer.
Poster displays in Israeli stores prompted immediate boycott demands from prominent activists and human rights advocates
Posters featuring Shalev Biton, a former soldier whose left leg was amputated after being wounded during military service in 2021, were displayed across Adidas stores in Israel to market the brand’s Single Shoe service, an initiative allowing amputees to purchase an individual shoe at half price. Biton was one of 11 disabled athletes included in the store displays, drawing condemnation from activists and high-profile figures including Spanish actor Javier Bardem, who publicly urged consumers to boycott the brand. Responding to the controversy, Adidas stated that the promotion was an isolated local activation produced by its local team, confirming it was never intended to cause offense and offering an apology to anyone affected by the campaign.
The public outcry intensified as critics contrasted the commercial display with figures from the World Health Organisation, which recorded more than 5,000 traumatic limb amputations and over 22,000 major extremity injuries in Gaza between October 2023 and May 2026, with children representing up to one-quarter of those casualties.
