Adidas has apologized following criticism over a promotional campaign in Israel that featured Shalev Biton, a former Israel Defense Forces soldier who lost a leg in 2021. The campaign promoted the company’s Single Shoe service, which allows amputee athletes to purchase only one running shoe. Calls for a boycott emerged after Biton was included in the local advertising effort.

“We recognize that an image used in a recent local activation by the local team has raised concerns and strong reactions. It was never our intent to cause offense and we apologize for anyone affected,” the company said in a statement from its global headquarters, apparently distancing itself from the campaign by Adidas in Israel.

“We acknowledge the concerns that have been raised and are taking the feedback seriously,” it said.

Biton was among 10 disabled athletes featured on posters displayed at Adidas stores throughout Israel. He lost his leg while serving with the IDF’s Nahal infantry brigade.

The injury occurred on May 12, 2021, during the conflict with Hamas known as Operation Guardian of the Walls. An anti-tank missile launched from Gaza struck the military vehicle Biton was traveling in on the Israeli side of the border, leaving him seriously wounded. Staff Sgt. Omer Tabib, another soldier in the vehicle, was killed in the attack.

The campaign featuring Biton was limited to Israel and was not part of an international Adidas advertising campaign. The Hebrew-language video that drew criticism also did not reference Biton’s military background or explain the circumstances in which he lost his leg.

Pro-Palestinian activists nevertheless criticized Adidas for featuring Biton, pointing to the large number of amputees in Gaza including children resulting from the current war.

Some of the criticism also contained inaccurate claims, including allegations that Biton had taken part in the current fighting in Gaza, participated in “genocide,” or lost his leg while serving in Gaza in 2021.

In its statement addressing the controversy, Adidas emphasized its broader regional efforts, saying: “Across the Middle East, Adidas has a long-standing commitment to the communities we serve, working alongside athletes, teams and sporting communities throughout the region as well as supporting people and communities in need through product donations.”

The company added: “We will continue to listen, learn and work to ensure that our actions reflect the inclusive values we stand for,”

Adidas also said it is expanding its Single Shoe service beyond Israel, with plans to make it available “across Europe, Asia and the Middle East, including the UAE, Palestine, Lebanon, Saudi Arabia, Kuwait, Qatar and Egypt.”

The promotional video posted by Biton had disappeared from his Instagram account by Sunday. Before its removal, the footage had circulated widely across social media, drawing both criticism of Adidas and expressions of support for Biton.

The war in Gaza began on October 7, 2023, when Hamas-led forces attacked southern Israel, killing approximately 1,200 people and kidnapping 251.

Israel maintains that it seeks to minimize civilian casualties and has accused Hamas of operating from within civilian areas, thereby putting civilians at risk.