German sportswear company Adidas apologized on Monday after an advertising campaign featuring a former Israeli soldier prompted a backlash and calls for a boycott.

Axar.az reports, citing foreign media, the campaign featured Shalev Biton, whose left leg was amputated after he was wounded while serving in the Israeli army in 2021, to promote Adidas’s Single Shoe service.

“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,” the company said in a statement from its global headquarters, apparently distancing itself from the campaign by Adidas in Israel.

“We acknowledge the concerns that have been raised and are taking the feedback seriously,” it said.

Shalev Biton, who lost a leg while serving in the IDF’s Nahal infantry brigade, was one of 10 disabled athletes featured in a series of posters displayed in local Adidas outlets across Israel.

Pro-Palestinian activists criticized the decision to include a former Israeli soldier in a campaign centered on amputees, contrasting the promotion with the thousands of Palestinians who have lost limbs during Israel’s war on the Gaza.

In its apology, the company said: “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,” it added.