Hyderabad, Sept. 8 -- German sportswear company Adidas has apologised after a one shoe campaign featuring former Israeli soldier Shalev Biton sparked criticism and calls for a boycott.

"We recognise that an image used in a recent local activation by the local team has raised concerns and strong reactions," Adidas said in a statement, according to The Times of Israel on Monday, September 7.

"It was never our intent to cause offence and we apologise for anyone affected," the company added.

Adidas described the promotion as a "local activation by the local team", distinguishing it from its global operations. The company said it was taking the criticism seriously and would "continue to listen, learn and work to ensure that our actions refl...