Adidas Faces Boycott Calls Over Israeli Amputee Model

Global sportswear giant Adidas is facing international backlash and calls for a boycott due to its choice of an Israeli former soldier, Shaliv Biton, as a presenter in a campaign promoting single running shoes for amputees. Biton, a former sniper in the Nahal Brigade, lost his left leg during Operation Guardian of the Walls after an anti-tank missile hit a military vehicle near the Gaza border. He underwent extensive rehabilitation, including over 40 surgeries, before returning to physical activities, including running with a prosthesis.

Biton was selected as one of eleven participants for Adidas's Hyperboost model campaign, which offers amputees the option to purchase a single shoe at half price. He shared his collaboration with Adidas on Instagram, describing the service as a dream come true and a step towards adapting the world to the needs of people with disabilities.

However, following Biton's post, pro-Palestinian social media users began criticizing Adidas. They reposted campaign content, claiming Biton lost his leg in the Gaza conflict and garnered millions of views, thousands of comments, and the hashtag #boycott_adidas. Some critics compared Biton to amputee children in Gaza, accusing Adidas of ignoring Palestinian children. In a cynical move referencing Adidas's German origins, one post included a picture of Adolf Hitler wearing Adidas apparel.

Critics of the boycott defended the initiative, praising Adidas for supporting people with disabilities. One user argued, "So mocking amputees is acceptable now, as long as they are Israeli? Imagine the outrage if someone mocked Palestinian amputees or boycotted a company for helping them. An amputee is an amputee. Humanity shouldn't depend on nationality."