Adidas apologises over controversial advertisement

Adidas has apologised over its “Single Shoe” advertising campaign.

TodayPress TV reports that the company’s advertising campaign featured former Israeli soldier and amputee Shalev Biton, prompting calls for a boycott.

Critics described the use of the former Israeli soldier to promote the “Single Shoe” service as insensitive, given that thousands of Palestinians in Gaza have lost limbs during the war.

Adidas, meanwhile, said the campaign was a local initiative and apologised for the concerns it had caused. The company noted that the “Single Shoe” programme is intended to allow people with differences in their limbs to purchase only the shoe they need.

Kubra Musayeva