Live Feeds
● TRACKER Updated 6d ago · 8 sources tracked

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

Adidas has issued an apology for offense caused by a promotional campaign featuring a former Israeli Defense Forces soldier. The veteran, who lost a leg in 2021, appeared in a "single shoe" advertisement that triggered widespread calls for a boycott of the brand. Actor Javier Bardem has joined those calling for the boycott. The company's apology follows the public backlash regarding the use of the disabled veteran in its marketing materials.

🎙️

Listen to Live Briefing

Real-time synthesized voice briefing · Live Feeds Desk

⏱ ~2 min
Speed:
RSS Source map (9)
⚡ Key Developments & Real-Time Context
Text size:
  • ✓ Adidas apologized for offense caused by a campaign featuring a former IDF soldier.
  • ✓ The featured veteran lost a leg in 2021.
  • ✓ The promotional campaign has led to calls for a boycott of Adidas.
  • ✓ The advertisement featured a "single shoe".
🛡️ Source Corroboration: 8 independent reporting domains (90% confidence) ⏱ Read time: ~2 min

What changed

Adidas issued a formal apology following boycott demands and public criticism including a call from Javier Bardem.

Live updates

  1. Adidas apologizes after ad featuring former IDF soldier sparks boycott calls

    Adidas has issued an apology for offense caused by a promotional campaign featuring a former Israeli Defense Forces soldier. The veteran, who lost a leg in 2021, appeared in a "single shoe" advertisement that triggered widespread calls for a boycott of the brand. Actor Javier Bardem has joined those calling for the boycott. The company's apology follows the public backlash regarding the use of the disabled veteran in its marketing materials.

    Why it matters

    The controversy centers on the intersection of corporate branding and the political sensitivities surrounding the Israeli military. This incident highlights how the inclusion of military veterans in commercial ads can trigger international consumer protests.

    What is confirmed

    • Adidas apologized for offense caused by a campaign featuring a former IDF soldier.
    • The featured veteran lost a leg in 2021.
    • The promotional campaign has led to calls for a boycott of Adidas.
    • The advertisement featured a "single shoe".

    Still unconfirmed

    • Javier Bardem joined calls to boycott Adidas over the advertisement.

    What to watch next

    • Further statements from Adidas regarding the future of the campaign
    • Response from the featured veteran regarding the apology
    Sources used for this update (8)
    1. Al Jazeera — Adidas faces boycott calls over campaign featuring former Israeli soldier
    2. The Jerusalem Post — 'Single shoe' Adidas ad campaign with disabled IDF vet stirs controversy
    3. The Times of Israel — Adidas apologizes for ‘offense’ over promotion featuring ex-IDF soldier who lost leg in 2021
    4. Fox News — Adidas apologizes after ad featuring former Israeli soldier who lost leg draws boycott calls
    5. Anadolu Ajansı — Adidas apologizes after campaign featuring former Israeli soldier sparks boycott calls
    6. Novara Media — Javier Bardem Joins Calls to Boycott Adidas Over Ad Featuring Ex-IDF Soldier
    7. jpost.com — Adidas apologizes for campaign featuring disabled IDF soldier following calls to boycott
    8. The Forward — Adidas apologizes for campaign with Israeli veteran amputee after calls to boycott
    confidence 90%
📊

Community Sentiment: How do you assess this situation?

Voice your perspective · Real-time aggregated sentiment from the Live Feeds community