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Adidas and Israeli soldier controversy
Adidas apologized for expressing disappointment over the appearance of a former Israeli soldier in their promotional campaign, which offers injured athletes with limb loss the option to buy only one shoe. The company clarified that it did not intend any offense and understands the concerns raised. They also reaffirmed their ongoing support for sports communities and those affected in the region. This statement came after widespread criticism on social media, where the former Israeli soldier—who lost his leg during military service in 2021—appeared as part of a campaign that featured 11 athletes with disabilities. The campaign aimed to promote a special type of shoe designed for people with limb limitations. The controversy coincided with reports of amputations in Gaza, where the World Health Organization estimates that more than 5,000 amputations have occurred since October 2023, along with over 22,000 serious injuries reported in the context of ongoing conflict.
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