Adidas "One Shoe" Campaign Sparks Outrage in Israel Over Amputee Ambassador
Translated & summarized from i24NEWS Arabic by baba
Adidas's "One Shoe" campaign, featuring former Israeli soldier Shalev Biton as an ambassador in Israel, has sparked widespread anger and calls for boycott on social media. Critics cite insensitivity given the number of amputees among Palestinian civilians in Gaza.
The story in 5 lines · by baba
- Adidas's "One Shoe" campaign faces backlash in Israel.
- Amputee ambassador choice sparks social media outrage.
- Critics cite insensitivity amid Gaza conflict amputations.
- Activists launch boycott hashtag against Adidas.
- Company states program is a global accessibility initiative.
Sportswear giant Adidas is facing international backlash following the launch of its "One Shoe" campaign, a program allowing amputees to purchase a single shoe at half the price of a pair. While the initiative is available globally, including in Europe, the promotional material released in Israel has ignited controversy.
The selection of Shalev Biton, a former Israeli soldier who lost a leg during Operation Guardian of the Walls in 2021, as a campaign ambassador has drawn widespread anger on social media. Critics have condemned the choice, deeming it politically insensitive.
Biton is one of eleven ambassadors chosen to represent the campaign worldwide. Immediately after the campaign's launch, pro-Palestinian activists initiated a boycott hashtag, #BoycottAdidas, across platforms like X, Instagram, and Reddit. They highlighted what they called an "inappropriate" contradiction, arguing that promoting a former combatant is particularly insensitive given the thousands of Palestinian civilians, including many children, who have suffered amputations due to the ongoing conflict in Gaza.
Adidas responded by stating the program initially launched in 23 European countries before expanding to Asia and the Middle East. The company acknowledged that some recent interpretations may have misunderstood the service's purpose. Adidas clarified that it is a global initiative aimed at increasing options and accessibility for athletes and consumers worldwide.
