Adidas Arabia Apologises Over Israeli Soldier Ad After Backlash: Brand's Past Israel-Palestine Controversies

Adidas Arabia apologised after a local Single Shoe campaign featuring a former Israeli soldier and amputee sparked backlash. 'We recognize that an image used in a recent local activation has raised concerns and strong reactions,' a statement posted on Adidas Arabia read. It was posted in both Arabic and English.

'It was never our intent to cause offence, and we apologise to anyone affected. We acknowledge the concerns that have been raised and are taking feedback seriously. Inclusion is a core value at Adidas, and we remain committed to expanding access to sport,' the statement continued.

Single-Shoe Service

The controversy began with an Adidas campaign in Israel featuring 11 athletes with disabilities, including Shalev Biton, a former member of the IDF (Israel Defense Forces). Biton's left leg was amputated after he suffered wounds in 2021 while serving in the Israeli army.

The service allows eligible customers with limb differences to buy a single shoe for 50% of the price of a full pair. Pro-Palestinian activists criticised the campaign and showed videos of the many Palestinians, especially children, who also lost their limbs in Israel's continued war on Gaza.

UNRWA Commissioner-General Philippe Lazzarini said in December 2025 that Gaza had become home to the largest group of child amputees in modern history. A 2025 WHO publication said more than 10 children in Gaza were losing one or both legs each day.

In an August 2025 UN committee session, Ibrahim Khraishi, the Palestinian permanent observer to the UN Office at Geneva, said 4,800 limb amputations had been documented since the start of the war, with 76% involving upper limbs and 24% lower limbs.

'Our Single-Shoe service (is) designed to better serve people for whom a traditional pair of shoes may not reflect their needs,' Adidas also said in its statement. The service was launched in Europe early this year, and will soon expand across Asia and countries in the Middle East: Egypt, Kuwait, Lebanon, Qatar, Saudi Arabia, United Arab Emirates and Palestine.

Adidas's Past Controversies

The German brand has sought to remain neutral in the Israel-Palestine conflict, yet controversies have repeatedly drawn it into the debate.

In 2012, several Arab nations called for a boycott of the brand following its sponsorship of the Jerusalem Marathon. The route passed through parts of East Jerusalem, whose status is disputed and widely regarded by the international community as occupied Palestinian territory. The sponsorship put Adidas among the companies targeted by boycott campaigns.

In 2018, around 130 Palestinian football clubs and sports associations urged Adidas to end its sponsorship of the Israel Football Association, arguing that some of the clubs in the Israeli federation are in disputed West Bank territory. Adidas initially resisted, saying it operates in a 'politically neutral way.' The deal later ended but Adidas did not cite the criticism as the reason.

A more recent backlash emerged in July 2024, involving Palestinian-American model Bella Hadid. She starred in a shoe campaign that referenced the 1972 Munich Olympics. Israel criticised Hadid's inclusion, calling out an alleged history of antisemitism. Hadid later said she was shocked and upset after learning about the campaign's connection to the 1972 Munich massacre, saying she would not have participated had she known. Adidas subsequently apologised to her and other campaign participants.