The shoe company Adidas apologized for causing “offense” to Jew haters for an ad promoting its Single Shoe service that featured an IDF soldier with an amputated leg. The ad, although produced by its local team in Israel for Israelis, sparked worldwide calls for a boycott against Adidas, a company founded by two German Nazi brothers.

Shalev Biton was not injured in the current war with Gaza, nor was he injured while serving in Gaza. An anti-tank missile launched at Israel from Gaza hit his military vehicle within the Israeli border, injuring him and killing his comrade in May 2021 during a previous conflict with Gaza called Operation Guardian of the Walls.

“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.

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

“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 statement said.

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

Biton was falsely accused of fighting in Gaza in the current war and participating in the so-called “genocide.”

Jewish activists reacted with dismay to Adidas’ apology, noting the company’s Nazi origins and its Kanye West controversy.

“Adidas, a company started by Nazis, caved to anti-Israel social media hate and apologized for ‘offending’ people by having the gaul [sic] to feature an Israeli in its Middle East Single Shoe campaign for amputees. Pathetic,” wrote Jonah Platt on X.

“Adidas—the brand that stuck by Kanye long after his antisemitism was clear and whose founders Adi and Rudi Dassler were members of the Nazi party—has apologized for partnering with a disabled Jewish man. How completely on brand,” Hen Mazzig posted on the same platform.

Also on X, Israel War Room stated: It took Adidas longer to apologize for standing by Kanye West after his repeated blatant antisemitic comments in 2022 than it did for Adidas to apologize for featuring a wounded IDF veteran in its Israel-only ad. Despicable.”