Adidas faces boycott calls over campaign featuring former Israeli soldier

BERLIN: German sportswear giant Adidas is facing growing calls for a boycott after featuring a former Israeli soldier in a campaign promoting its single-shoe service for people who have lost a limb.

The campaign features Shalev Biton, a retired Israeli soldier who lost one of his legs while serving in the Israeli army. His involvement has triggered strong criticism, particularly because of the large number of civilians in Gaza who have suffered limb loss during the ongoing conflict.

The controversy has raised concerns over Adidas’ association with the campaign and its potential impact on the company’s reputation in international markets.

Adidas has sought to distance its global operations from the campaign. The company said the advertisement was created by its local team in Israel and was not part of its worldwide advertising strategy.

Adidas Arabia subsequently issued an apology, acknowledging the concerns surrounding the campaign and saying it was taking sensitivities in the region seriously.

Despite the apology, boycott calls have continued on social media and among consumers who oppose Israel’s actions in Gaza and the occupied Palestinian territories.

The controversy could have wider commercial implications because Adidas has a substantial presence across countries where public support for Palestine remains strong.

The company’s official store locator lists thousands of sales locations worldwide. A comparison with a 2025 UN General Assembly vote concerning Israel’s obligations in the occupied Palestinian territory indicates that a large majority of Adidas’ physical outlets are located in countries that supported the resolution.

Of the 3,722 listed locations, around 3,378 are in countries that voted in favour of the resolution. This represents approximately 90.8% of the company’s global physical retail network.

The potential impact of a boycott is particularly significant in major emerging markets. Adidas has a substantial commercial presence in countries including Türkiye, China, Saudi Arabia, Pakistan, Iraq and Nigeria.

Türkiye has more than 100 Adidas sales locations and is an important market for the company. Its extensive retail and wholesale network gives the brand considerable exposure to consumer sentiment in the country.

China is another crucial market. The country accounted for a significant share of Adidas’ global revenue in 2025, while the company has also reported strong growth in Chinese sales during the first half of 2026.

Saudi Arabia is among Adidas’ important Middle Eastern markets, with more than 100 official sales locations. The company’s strong position in the region helps explain the importance of its regional response to the controversy.

Pakistan is also a significant market for the brand, particularly among young urban consumers. Adidas remains one of the leading names in the country’s premium sportswear segment.

The company also has a presence in Iraq through distributors and wholesale partners, while Nigeria forms part of its long-term expansion strategy in Africa.

Adidas’ latest financial performance highlights the importance of these international markets. The company reported strong growth in global sales during the first half of 2026, with emerging markets and Latin America recording notable increases.

Wholesale operations accounted for the larger share of Adidas’ revenue, while direct-to-consumer sales made up the remainder.

Although the number of stores in a country does not directly determine the financial impact of a consumer boycott, the company’s strong market position in several countries where Palestine enjoys significant public support could make the controversy commercially important.

For Adidas, the challenge now extends beyond the Israeli campaign itself. The company must manage regional sensitivities while protecting its global brand image and maintaining consumer confidence in key international markets.