Adidas apologises after facing boycott calls over a campaign that features a former Israeli soldier in promotional material for its “Single Shoe” service. The company says the posters were meant as a local promotion of the service.
Critics link the imagery to Gaza’s ongoing conflict, particularly the reported scale of amputations. One outlet says activists highlight that more than 5,000 Palestinians have faced amputations due to Israeli attacks in Gaza, arguing the campaign is insensitive or inappropriate given the context. The backlash is framed by calls to boycott the brand.
Outlets largely agree on the central elements of the dispute: Adidas includes the former Israeli soldier in the campaign, public criticism follows, and the company issues an apology while offering an explanation for the posters. The differing emphasis is mainly on the scale and implications of the amputations and the perceived appropriateness of featuring the soldier in that setting.
