israelhayom.com

Adidas Apologises After Single Shoe IDF Ad Sparks Backlash

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Adidas apologized after backlash over an advertisement featuring Shalev Biton, an IDF veteran who lost his leg in 2021, tied to the company’s Single Shoe service that sells one shoe at half price for amputees. Anti-Israel activists and social media users distorted the ads online, amplifying calls condemning Adidas, including criticism shared by Javier Bardem. Biton had praised the Israeli launch on social media.

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