Adidas apologizes for ‘offense’ over promotion featuring ex-IDF soldier who lost leg in 2021

The Times of IsraelIndependentCenter7 hr. ago

Adidas has issued an apology after facing backlash for including Shalev Biton, an ex-Israel Defense Forces (IDF) soldier who lost his leg in 2021, in a promotional campaign for its Single Shoe service aimed at amputees. The controversy arose following calls for a boycott of the brand due to the inclusion of Biton in the advertisement. Adidas stated it is taking the feedback seriously and has since removed the content from its campaign. The incident highlights the sensitivity surrounding military personnel and their involvement in commercial promotions, particularly in Israel.

Bias read (Center): The article presents the situation factually, noting Adidas' apology and the removal of the content without explicitly favoring any side. It does not include biased language or one-sided sourcing, maintaining a balanced tone.

HaaretzIndependent🔒Centeryesterday

Adidas is facing a boycott campaign due to an advertisement featuring an amputee former Israeli soldier. The ad has sparked controversy, leading to calls for a boycott against the brand. The campaign highlights concerns over the portrayal of military service and disability in advertising. The situation reflects broader discussions around corporate responsibility and the ethical implications of using military personnel in marketing campaigns.

Bias read (Center): The article presents the controversy surrounding Adidas' ad without overtly favoring any side. It reports on the boycott campaign and the reasons behind it but does not take a stance or use biased language.