Adidas issues apology over Israeli soldier campaign
Adidas launched a promotional campaign in Israel featuring former Israeli soldier Shalev Baiton, who lost his leg during his military service in 2021. The campaign aimed to support people with disabilities through the "One Shoe" initiative. However, the campaign received widespread criticism and accusations of promoting a symbolic glorification of Israeli occupation, especially after Baiton's participation, which led to a wave of backlash and calls to boycott the company's products. Adidas officially responded with an apology via their Arabic Instagram account, emphasizing that the image was part of a local activity and not a global campaign, and that they are taking the reactions seriously.
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