Adidas published an apology on its regional social media account following backlash over an advertising campaign featuring a former Israeli soldier.
In a statement on the Adidas Arabia account, the company said it was aware that an image used at a recent event organized by its local team had caused concern and strong reactions. The statement said there was no intention to offend anyone and apologized to all those affected.
The company said it acknowledged the concerns raised and took the feedback seriously. It added that it had a longstanding commitment to the communities it served across the Middle East, worked with athletes, teams and sports communities, and donated products to people and communities in need.
The Adidas Arabia post also said the company would continue listening, learning and working to reflect its inclusive values in its actions.
Adidas used similar language in an exclusive statement to The Times of Israel. However, the statement did not appear on the company's main website or main account. The company did not respond to questions about the issue.
Sportswear manufacturer Adidas had featured Shalev Biton, a retired soldier who participated in the 2021 attacks on Gaza and lost his leg while serving in the Israeli army, in an advertisement for the company's "one-shoe service."
Biton's selection as the face of the campaign intensified backlash against the brand and calls for a boycott because of his connection to the Israeli army, which caused thousands of Palestinians in the Gaza Strip to lose limbs.