Amputee Veteran Becomes Face of Adidas Campaign in Israel
Shalev Biton, a former Israel Defense Forces (IDF) soldier who lost a leg during Operation Guardian of the Walls in May 2021, is now the face of Adidas's new single-shoe sales initiative in Israel. The program allows amputees and individuals with lower limb differences to purchase a single shoe for half the price of a pair. Biton was severely injured on May 12, 2021, when an anti-tank missile struck an IDF vehicle near the Gaza Strip, an attack that also killed Sergeant Omer Tabib. Following multiple surgeries and extensive rehabilitation, Biton had his left leg amputated and learned to walk with a prosthesis. His personal experience highlighted the practical difficulty of needing to buy two shoes when only one is usable.
"This may seem like a small thing, but for me, it is much more than a shoe. It is the desire that the world we live in sometimes knows how to adapt to us, and that it is not always up to us to adapt," Biton stated regarding his collaboration with Adidas. The "Single Shoe Service" is available in Adidas stores across Israel for both adult and children's shoes, including sale items, though it does not currently apply to online purchases or partner resellers.
This service was not created specifically for Israel; Adidas first launched it in Europe in early 2026. The company developed the initiative in consultation with individuals with limb differences, as well as with associations and figures from the Paralympic world. While Biton is a prominent figure in the Israeli campaign, his role is not that of a sole initiator of a global policy change for Adidas. However, his participation has drawn criticism on social media, with some users questioning the choice of an Israeli veteran for a campaign focused on amputees, particularly in the context of the Gaza war. Reports cite World Health Organization estimates of over 5,000 traumatic limb amputations in Gaza since October 2023. The criticism has focused on the political context and the choice of ambassador, rather than the concept of selling single shoes. Adidas maintains that the program's goal is to alleviate financial and practical burdens for those who need only one shoe.
