00:00adidas created a campaign it says was meant to promote inclusion instead it triggered boycott
00:05calls around the world so what went wrong the controversy centers on adidas single shoe service
00:10which allows people who only need one shoe including amputees to buy a single shoe instead
00:16of a full pair the controversy erupted when adidas featured a former israeli soldier who lost his left
00:22leg after being wounded during military service in 2021 that choice sparked the backlash critics
00:28accused adidas of being deeply insensitive pointing out that the campaign focused on an israeli
00:33soldier amputee while thousands of palestinian adults and children in gaza have suffered amputations
00:39and other life-changing injuries during the war as the campaign spread online boycott calls quickly
00:45followed activists and public figures including actor javier bardem criticized adidas and helped
00:50push the controversy onto a global stage and this is not the first time adidas faced backlash over a
00:56campaign involving israel and palestine in 2024 it removed bella hadid from an sl 72 campaign
01:03following criticism before later apologizing to her and other partners adidas has now apologized again
01:10in a statement posted by adidas arabia the company said the local activation has quote raised concerns
01:16and strong reactions it added it was never our intent to cause offense and we apologize for anyone
01:21affected so a campaign designed to promote inclusion ended up becoming a flashpoint over gaza israel and
01:28the choices global brands make and for adidas the question now goes beyond one campaign do consumers
01:35still believe the values the brand says it stands for let us know your thoughts in the comments
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