Adidas Apologizes After Controversial Campaign
Adidas launched its advertising campaign featuring a former Israeli soldier who has lost his leg, aiming to promote the "Single Shoe" service that helps integrate people with disabilities. The campaign sparked anger and calls for a boycott, especially after it included disabled athletes from Israel, amidst criticism related to Israeli violations in Gaza, where the World Health Organization has recorded over 5,000 amputations since October 2023. The company clarified that the campaign is domestic and not global, and that its goal is to improve access to shoes designed for people with limb differences, noting its cooperation with organizations concerned with disability rights. Adidas has faced previous criticism for its positions in Israel, including sponsoring the Jerusalem Marathon in 2012, supporting the Israeli Football Association in 2018, among other incidents that stirred dissatisfaction; in addition to apologizing for excluding a Palestinian-American model from an Olympic-related campaign in 1972.
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