Adidas Faces Boycott Calls After Israeli Veteran Fronts Amputee Campaign

Adidas is facing boycott calls after selecting Israeli veteran Shalev Biton, who lost his leg in a 2021 missile attack, to promote its Single Shoe Service in Israel. Pro-Palestinian activists have criticised the campaign for highlighting an Israeli veteran while accusing Adidas of overlooking Palestinian children who have suffered amputations in Gaza.

By News Desk
By News Desk
adidas boycott

German sportswear giant Adidas is facing growing criticism and calls for a global boycott after selecting Shalev Biton, an Israeli military veteran who lost his leg in an anti-tank missile attack, to promote the company’s amputee-focused Single Shoe Service in Israel.

The campaign has triggered a wave of backlash on social media, with pro-Palestinian activists accusing Adidas of overlooking Palestinian children who have lost limbs during the war in Gaza.

The controversy has pushed the hashtag #BoycottAdidas across social media platforms, with several posts receiving hundreds of thousands and, in some cases, millions of views.

Adidas’ Single Shoe Service

At the centre of the controversy is Adidas’ Single Shoe Service, a programme that allows customers who need only one shoe to purchase a single shoe for half the price of a full pair.

The service was not specifically designed for Israeli soldiers or for the Israeli market. Adidas introduced it in more than 20 European countries in January before expanding the programme to Israel.

For its Israeli launch, the company chose Biton as the face of the campaign because of his experience as an amputee who returned to running with a prosthetic limb.

The initiative is intended to address a practical problem faced by people who use prosthetic limbs or have significant differences between their feet and legs: paying for a complete pair of shoes when they only require one.

Who Is Shalev Biton?

Biton served in the Israel Defense Forces’ Nahal Brigade. On May 12, 2021, during Operation Guardian of the Walls, he was seriously wounded when an anti-tank missile fired from the Gaza Strip struck a military vehicle near the Gaza border.

Another soldier, Staff Sgt. Omer Tabib, was killed in the attack.

Biton underwent several surgeries before doctors amputated his left leg. Following extensive rehabilitation, he eventually returned to running using a prosthetic limb.

On August 26, Biton announced his partnership with Adidas on Instagram, explaining that after returning to running he repeatedly faced the problem of having to purchase two running shoes despite needing only one.

He described the launch of Adidas’ single-shoe service in Israel as a dream come true and said it reflected a wider change in society, where products and services should increasingly adapt to people with disabilities rather than forcing people with disabilities to adapt to existing systems.

Social Media Backlash

Biton’s involvement quickly became controversial among pro-Palestinian activists and social media accounts.

One widely circulated post from the LPC, or Land Palestine account on X, claimed that Adidas had selected an Israeli soldier who lost his leg “during the Gaza war” to promote the campaign. The post reportedly attracted nearly four million views and generated thousands of shares and comments.

However, reports about the circumstances of Biton’s injury have also been disputed online. Biton lost his leg after an anti-tank missile struck an Israeli military force near the Gaza border in 2021, rather than during the current Gaza war or inside the Gaza Strip.

Despite this distinction, the controversy continued to gain momentum.

Comparisons With Gaza Amputees

Social media users began sharing comparison images featuring Biton alongside Palestinian children who have lost limbs or suffered serious injuries in Gaza.

One widely circulated image showed Biton running with his prosthetic leg beside a Palestinian girl using crutches, accompanied by a message accusing Adidas of continuing to ignore amputee children in Gaza.

Other posts similarly contrasted Adidas’ campaign with the plight of Palestinians who have suffered limb amputations during the conflict.

Another account, The Resonance, shared a video portraying the Adidas service as a programme for “Israeli soldiers who lost a leg in Gaza.” The post encouraged followers to boycott the company and contributed to the wider spread of the hashtag.

Influencers Join Boycott Campaign

Several prominent public figures and influencers have also joined the criticism.

Pakistani author and journalist Fatima Bhutto, who has millions of followers on X, wrote, “Boycott? Easy.”

Palestinian activist Abeer Khatib said she was burning Adidas products she owned, while American influencer Guy Christensen criticised the company’s decision to feature Biton and shared the #BoycottAdidas hashtag.

Writers Hend Amry and Susan Abulhawa, along with sports journalist Leyla Hamed, also expressed support for the campaign.

Meanwhile, prominent pro-Palestinian Instagram account Eye on Palestine accused Adidas of highlighting an Israeli soldier who lost his leg while failing to acknowledge Palestinians who have lost limbs during the conflict. The post received thousands of likes and comments, with many users calling for a boycott and tagging Adidas’ official social media accounts.

Adidas Yet to Respond

As of Friday night, Adidas had not issued a public response to the boycott campaign or the criticism surrounding its Israeli amputee campaign.

The controversy highlights the growing difficulty global brands face when marketing products and services in regions affected by political and military conflicts.

While Adidas’ Single Shoe Service is designed to make footwear more accessible to people with amputations and limb differences, the decision to use an Israeli military veteran as its campaign figure has turned a disability-focused initiative into a wider political controversy.

The boycott campaign continues to circulate online, with activists calling on consumers around the world to reject Adidas products over what they describe as the company’s failure to recognise Palestinian amputees.

Load more