Adidas Faces Backlash Over Israeli Amputee Ambassador in "Single Shoe" Campaign

Sportswear giant Adidas is facing international criticism for its "Single Shoe" campaign, specifically its promotional efforts in Israel. The "Single Shoe" program allows amputees to purchase a single shoe at half the price of a pair and operates globally, including in Europe. However, the controversy erupted after Adidas selected Shalev Biton, an Israeli former soldier who lost a limb during "Operation Guardian of the Walls" in 2021, as one of eleven global ambassadors for the campaign.

Social media users, particularly pro-Palestinian activists, have voiced strong objections, launching the #BoycottAdidas hashtag on platforms like X, Instagram, and Reddit. Critics argue that featuring a former Israeli soldier is politically insensitive, especially given the high number of civilian amputations, including children, resulting from the ongoing conflict in Gaza. They describe the timing and choice as "indecent."

Supporters of the campaign and the "Single Shoe" program emphasize its humanitarian goal of inclusion for people with disabilities. They contend that the controversy distracts from the program's objective of providing practical support and improving the daily lives of amputees. Biton was injured during a 2021 military operation.