Monday, September 7, 2026 - Adidas is facing growing boycott calls after featuring former Israeli soldier and amputee Shalev Biton in a campaign promoting its Single Shoe Service.
The initiative allows customers who need only one shoe, including people with limb differences, to purchase a single shoe rather than a pair. Biton lost his left leg after being wounded near Gaza in May 2021 and later returned to running with a prosthetic limb.
The campaign has triggered strong criticism from pro-Palestinian activists and social media users, who question Adidas’ decision to feature an Israeli military veteran while thousands of Palestinians in Gaza have suffered limb loss during the ongoing conflict.
The World Health Organization estimates that more than 5,000 traumatic amputations have occurred in Gaza since October 2023, alongside more than 22,000 major extremity injuries. Spanish actor Javier Bardem is among those who have called for a boycott.
Adidas has defended the Single Shoe Service as part of its wider accessibility efforts, stressing that the initiative was not created specifically for Israeli soldiers. However, the choice of Biton as a campaign representative continues to fuel criticism and calls for consumers to boycott the brand.
The controversy is putting renewed focus on how major global companies handle accessibility campaigns amid highly sensitive political and humanitarian crises.
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