Adidas stock holds steady as brand faces backlash over Israeli ad

Published on 09/04/2026 at 06:51 | Editorial responsibility: Rafael Müller, Editor-in-Chief AD HOC NEWS

Adidas stock trades calmly despite fresh controversy over a new Israeli ad campaign, while recent results show improving profitability and a solid position in the sporting goods market.

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Adidas stock (ISIN DE000A1EWWW0) is trading broadly stable as of September 4, 2026, even as the German sportswear group faces a wave of criticism over a new advertising campaign in Israel that has drawn international attention.

Advertising backlash puts brand under scrutiny

According to a report from Royanews dated September 3, 2026, Adidas has sparked widespread outrage after featuring Shalev Biton, an Israeli ex-soldier who lost a leg during the 2021 conflict in Gaza, in a campaign for its Single-Shoe Service in the Israeli market.

The controversy has quickly spread beyond Israel, with regional outlets highlighting calls for boycotts and questioning the brand's sensitivity at a time when geopolitical tensions remain high.

Brand partnerships and product launches continue

Despite the backlash, Adidas continues to push new collaborations and product lines across key markets. As Vogue reports in a feature published on September 3, 2026, the company is launching a long-term partnership between Adidas Originals and designer Simone Rocha, with the full collection scheduled to go live globally on September 10, 2026. The Simone Rocha collaboration is positioned as part of Adidas' strategy to strengthen its fashion-oriented Originals segment.

In the U.S. sports market, Adidas has also been expanding its presence through team partnerships. One recent example is the Inter Miami CF vs. Atlanta United match at Nu Stadium on September 5, 2026, presented by Adidas, underscoring the brand's continued role as a key sponsor in North American soccer. The club highlights special features for the Adidas-backed match, including fan activations and branded experiences.

Go deeper

More background on Adidas as an investment

For investors who want to follow Adidas stock and corporate developments in more detail, the thematic overview and the companys own investor information provide additional figures and documents.

All news on this ISIN Investor Relations

Representative product: Adidas Originals sneakers

A core pillar of Adidas' business remains its lifestyle-oriented Adidas Originals sneaker line, which benefits from collaborations such as the Simone Rocha collection and earlier tie-ins with artists and influencers. These products help the company balance performance-oriented segments like running and football with fashion-led offerings aimed at urban consumers.

Stock performance and investor perspective

As of early September 2026, Adidas stock is traded on Xetra in Germany in euros, reflecting its status as a major constituent of the German equity market. Recent market data show the share price holding within its established 52-week range, indicating that investors so far are weighing the brand controversy against the stability of the underlying business.