Adidas Faces Backlash Over "Single Shoe" Campaign Featuring Israeli Amputee

Sportswear giant Adidas is facing international criticism for its "Single Shoe" advertising campaign, particularly the Israeli iteration. The "Single Shoe" program, which allows amputees to purchase a single shoe at half the price of a pair, operates globally, including in Europe. However, the campaign's promotional aspect in Israel, featuring former Israeli soldier Shalev Biton as an ambassador, has ignited controversy on social media.

Biton, who lost a limb during Israel's "Guardian of the Walls" operation in 2021, is one of eleven global ambassadors for the campaign. Pro-Palestinian activists have launched a #BoycottAdidas movement on platforms like X, Instagram, and Reddit, decrying the campaign's timing. They argue it is "indecent" to highlight a former combatant while the conflict in Gaza has resulted in thousands of amputations among Palestinian civilians, including many children.

Adidas responded to the backlash, emphasizing the program's global nature and its initial launch in 23 European countries before expanding to Asia and the Middle East. The company stated, "We are aware that some interpretations disseminated in recent days have misrepresented the objective of this service. It is important to clarify that this is a global initiative aimed at expanding choice and access to equipment for athletes and consumers worldwide."