Adidas Faces Global Backlash Over Campaign Featuring Israeli Amputee Soldier

German sportswear giant Adidas is facing a global backlash and calls for boycotts after selecting Shalev Biton, an Israeli soldier who lost a leg to an anti-tank missile fired from Gaza during Operation Guardian of the Walls, to feature in its Israeli campaign for individuals with amputations. The hashtag #BoycottAdidas has trended on social media, with posts criticizing the company garnering millions of views. The controversy centers on Adidas's Single Shoe Service, which offers shoes at half price to those needing only one. This service, launched in over 20 European countries in January and expanded to Israel recently, is not a new initiative. Biton, a former combat soldier in the Nahal Brigade's 931st Battalion, was severely wounded on May 12, 2021, when an anti-tank missile hit a military vehicle near the Gaza border, killing his comrade, Sergeant Omer Tabib. After multiple surgeries and rehabilitation, Biton lost his left leg but has since returned to running with a prosthetic.

Biton shared his collaboration with Adidas on Instagram on August 26, explaining that the service allows the world to adapt to the needs of people with disabilities. However, within days, his selection became a target for pro-Palestinian activists. A prominent post from the account LPC - Land Palestine on X accused Adidas of choosing an Israeli soldier who lost his leg during the Gaza war, a claim that has been factually disputed as Biton's injury occurred at the border, not within Gaza. This post alone garnered nearly four million views.

Social media platforms have been flooded with comparisons and memes contrasting Biton with amputee children in Gaza, with captions alleging Adidas ignores Palestinian children. Similar images have circulated widely on X, Instagram, and other pro-Palestinian accounts. The Resonance account shared a misleading video portraying the service as exclusively for "Israeli soldiers who lost a leg in Gaza," urging a boycott. Prominent pro-Palestinian accounts like Eye on Palestine also joined the criticism, claiming Adidas highlights an Israeli amputee soldier while ignoring Palestinians who lost limbs in the war.

Public figures and influencers with large followings have amplified the boycott calls. Pakistani author Fatima Bhutto, American activist Abir Khatib, and American influencer Guy Christiansen have all publicly denounced the campaign and promoted the boycott. Authors Hend Amry and Susan Abulhawa, along with sports journalist Leila Hamed, have also joined the criticism. As of now, Adidas has not issued a public response to the boycott demands.