Adidas, which faced criticism over an advertising campaign featuring former Israeli soldier Shalev Biton, published an apology through its Adidas Arabia account following the backlash.
The statement on the regional account acknowledged that an image used by the local team at a recent event had caused concern and strong reactions. The post said there had been no intention to offend anyone and apologized to everyone affected.
Adidas said it recognized the concerns raised and took the feedback seriously. The company also said it had long been committed to the communities it served across the Middle East and worked with athletes, teams and sports communities.
The statement also noted that the company donated products to people and communities in need. Adidas Arabia said it would continue listening, learning and working to reflect the company’s inclusive values in its practices.
Adidas used similar wording in a separate statement to The Times of Israel. However, the statement was not published on the company’s homepage or main account. The company did not respond to questions about the issue.
In 2021, sportswear manufacturer Adidas used Shalev Biton, a retired soldier who took part in attacks on Gaza and lost a 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 backlash against the brand 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.