Adidas "One Shoe" Campaign Sparks Outrage in Israel Over Amputee Ambassador

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.