--- title: "Adidas Arabia apologises for ad featuring Israeli soldier" description: "Most outlets led with Adidas Arabia's apology following backlash over an ad campaign featuring an Israeli ex-soldier. Arab News Pakistan added context about the timing of the ad in relation to rising limb injuries in Gaza. The Express Tribune focused on the apology and the ad's content without mentioning the Gaza context." url: https://harzaviya.com/stories/7056-adidas-apologises-after-campaign-featuring-former-israeli site: HarZaviya language: en --- # Adidas Arabia apologises for ad featuring Israeli soldier world · updated 9 Sep 2026, 10:46 PM PKT · 6–9 Sep 2026 · 8 articles from 4 outlets over 4 developments ## How it developed Newest development first. Each carries its own coverage and, where we have one, our summary of it. ### 9 Sep 2026 — Adidas faces boycott calls over campaign featuring former Israeli soldier (1 outlet) - **Minute Mirror** — [Adidas faces boycott calls over campaign featuring former Israeli soldier](https://minutemirror.com.pk/adidas-faces-boycott-calls-over-campaign-featuring-former-israeli-soldier-627586/) · 9 Sep 2026, 10:46 PM PKT > German sportswear giant Adidas is facing growing calls for a boycott after featuring a former Israeli soldier in a campaign promoting its ### 9 Sep 2026 — Adidas Arabia apologises for ad featuring Israeli soldier (2 outlets) > Most outlets led with Adidas Arabia's apology following backlash over an ad campaign featuring an Israeli ex-soldier. Arab News Pakistan added context about the timing of the ad in relation to rising limb injuries in Gaza. The Express Tribune focused on the apology and the ad's content without mentioning the Gaza context. - **The Express Tribune** — [Adidas faces global boycott calls for campaign featuring former Israeli soldier](https://tribune.com.pk/story/2628372/adidas-faces-global-boycott-calls-for-campaign-featuring-former-israeli-soldier) · 9 Sep 2026, 3:38 PM PKT > Campaign promoting single-shoe service for amputees sparks criticism, prompting Adidas Arabia to apologise - **Arab News Pakistan** — [Adidas apologizes after ad campaign featuring Israeli ex-soldier draws backlash as Gaza limb injuries mount](https://www.arabnews.pk/middle-east/adidas-apologizes-after-ad-campaign-featuring-israeli-ex-soldier-draws-backlash-as-gaza-limb-injuries-mount-3000680) · 9 Sep 2026, 1:41 AM PKT · 81% identical wording to the newest filing ### 7 Sep 2026 — Adidas apologises after campaign featuring former Israeli soldier sparks backlash (2 outlets) > Most outlets led with Adidas's apology and the backlash over its campaign featuring a former Israeli soldier. The Express Tribune added context about the campaign being a local promotion for its Single Shoe service and noted critics’ reference to Gaza’s amputation crisis. Minute Mirror focused on the backlash and the campaign’s connection to a soldier who lost a leg, without mentioning the Single Shoe service or the Gaza context. - **Minute Mirror** — [Adidas faces backlash over Former Israeli soldier ...](https://minutemirror.com.pk/adidas-faces-backlash-over-former-israeli-soldier-campaign-amid-gaza-amputation-crisis-626258/) · 7 Sep 2026, 7:56 PM PKT > German sportswear giant Adidas has apologised following a backlash over an advertising campaign in Israel that featured a former Israeli soldier who lost his leg, with critics calling for a boycott of the company. - **The Express Tribune** — [Adidas apologises after campaign featuring former Israeli soldier sparks boycott calls](https://tribune.com.pk/story/2627961/adidas-apologises-after-campaign-featuring-former-israeli-soldier-sparks-boycott-calls) · 7 Sep 2026, 1:52 PM PKT · 81% identical wording to the newest filing > Company describes posters as a local promotion of its Single Shoe service as critics point to Gaza’s amputation crisis ### 6 Sep 2026 — Adidas faces backlash over campaign featuring former Israeli soldier amid Gaza amputee crisis (2 outlets) > Most outlets led with the controversy over Adidas featuring a former Israeli soldier in its campaign, noting the backlash and calls for a boycott. Aaj News added context about the soldier’s military background and the war in Gaza, while Arab News Pakistan emphasized the timing in relation to the Gaza amputee crisis. - **Arab News Pakistan** — [Adidas faces backlash over campaign featuring former Israeli soldier amid Gaza amputee crisis](https://www.arabnews.pk/middle-east/adidas-faces-backlash-over-campaign-featuring-former-israeli-soldier-amid-gaza-amputee-crisis-3000468) · 7 Sep 2026, 12:53 AM PKT - **Aaj News (English)** — [Adidas faces boycott calls over Israeli soldier’s campaign appearance](https://english.aaj.tv/news/330471113/adidas-faces-boycott-calls-over-israeli-soldiers-campaign-appearance) · 6 Sep 2026, 2:52 PM PKT · 77% identical wording to the newest filing > Adidas is facing boycott calls after former Israeli soldier Shalev Biton was featured in the sportswear giant’s campaign for its Single Shoe Service, amid criticism over his military background and the war in Gaza. The service allows customers who need only one shoe to buy a single shoe for half the price of a pair. Biton, who lost his left leg after being wounded during fighting near Gaza in M... 8 articles from 4 outlets, 6–9 Sep 2026. Headlines and links belong to their outlets — HarZaviya links out and never copies article text. --- HarZaviya compares how Pakistani outlets cover the same story. It stores and shows each outlet's headline and a short excerpt, and links out — it never copies article text, and every headline belongs to the outlet that wrote it. It takes no stance on any outlet. 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