Adidas Faces Boycott Calls Over Israeli Veteran's Role in Ad Campaign

Global sportswear giant Adidas is facing widespread criticism and boycott demands after featuring Shaliv Biton, a 26-year-old Israeli military veteran who lost a leg in 2021, in a campaign for its "Single Shoe Service." The program aims to allow amputees and individuals with limb differences to purchase only one shoe at half price, rather than a full pair.

Biton, a former IDF sniper who lost his left leg to a Kornet anti-tank missile during Operation Guardian of the Walls, became the face of the campaign in Israel. He described the service as a dream come true, stating, "The world must adapt to people with disabilities, not force them to constantly adapt to the world." He himself has experienced the difficulty of needing only one shoe while being forced to buy a pair.

However, shortly after the campaign launched, an anti-Israel campaign erupted on social media. Critics accused Adidas of ignoring disabled children in Gaza and juxtaposed Biton's image with photos of Gazan children with amputations. One post garnered approximately four million views, fueling the #BoycottAdidas hashtag.

Biton has been misrepresented online as a soldier who lost his leg in Gaza, which is inaccurate. He was wounded near the Gaza border in 2021 when a missile fired from Gaza hit a military vehicle, killing his comrade, Sergeant Omer Tabib. Following extensive rehabilitation, Biton learned to walk and run again with a prosthesis.

Prominent activists, journalists, and influencers have joined the campaign against Adidas, with some calling for the destruction of the company's products and others deeming Biton's participation "disgusting." The controversy highlights the paradox of a veteran who overcame severe injury becoming the subject of international backlash due to his involvement in a humanitarian initiative.

Adidas has stated that the "Single Shoe Service" is not exclusively for Israeli soldiers but is a global program available in over 20 European countries and now Israel, designed for anyone needing a single shoe for any reason.