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Adidas issues apology over controversial ad
Adidas issued an apology after a recent advertising campaign used an image of a former Israeli soldier with a leg amputated, which sparked widespread anger and criticism, especially from organizations and activists calling for a boycott. The campaign was local and aimed to promote the "single shoe" service, allowing people with disabilities to buy just one shoe instead of a pair. It was developed in consultation with organizations advocating for the rights of people with disabilities. However, the use of the image of the former British soldier, who was injured during his service in the Israeli army, provoked global outrage due to the campaign coinciding with ongoing conflict in Gaza, where World Health Organization statistics report over 5,000 amputations since October 2023 and 22,000 severe injuries. This campaign is part of a long-standing controversy surrounding Adidas regarding its positions on Israel, including sponsorship of controversial sporting events like the Jerusalem Marathon, support for the Israeli Football Association, and the period during which it withdrew a Palestinian-American model after Israel objected to her participation.
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