Adidas apologized on Monday for any “offense” it caused by featuring a wounded Israel Defense Forces veteran in its promotional campaign for a service enabling amputee athletes to buy just one running shoe.
The posters featuring Biton were only used in Israel and not as part of a global campaign. The Hebrew-language video that sparked the controversy made no mention of his army service or how he lost his leg.
Pro-Palestinian activists, however, panned the company for working with Biton, citing the high number of amputees in the Strip, and in particular children, as a result of the recent war there.
Much of the criticism falsely claimed that Biton was involved in the recent fighting in Gaza and accused him of having participated in “genocide,” or that he had lost his leg while serving in Gaza in 2021.
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