The selection of retired Israeli soldier Shalev Biton as the face of the campaign has intensified criticism of Adidas, raising questions about the company’s global image and operations in major markets, Anadolu agency reported.
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Following the backlash, Adidas said the campaign was developed by its local team in Israel and was not part of the company’s global advertising strategy.
Adidas Arabia issued an apology, saying it was aware of the concerns caused by the campaign and was taking regional sensitivities seriously.
International boycott calls have continued to grow because of the use of the retired Israeli soldier to promote a service for amputees at a time when a large number of civilians in Gaza have lost limbs.
