07/09/2026
Adidas have apologised after receiving backlash for featuring an Israeli soldier in an ad campaign.
In a statement they said, “We recognize that an image used in a recent local activation by the local team has raised concerns and strong reactions. It was never our intent to cause offense and we apologize for anyone affected. We acknowledge the concerns that have been raised and are taking the feedback seriously.”
It added: “Across the Middle East, Adidas has a long-standing commitment to the communities we serve, working alongside athletes, teams and sporting communities throughout the region as well as supporting people and communities in need through product donations.”
“We will continue to listen, learn and work to ensure that our actions reflect the inclusive values we stand for.”
