Arab World Boycotts Adidas Over IDF Veteran Spokesperson
The German sportswear company Adidas is facing widespread boycott calls across the Arab and Muslim world after featuring Israeli Defense Forces (IDF) veteran Shalev Biton as the face of its "Single Shoe" campaign in Israel. Biton, who lost his leg during military service in 2021, was chosen to promote a service that allows amputees to purchase a single shoe at half price.
The decision sparked outrage in the Middle East, with many citizens calling for a boycott of the brand. The Qatari newspaper "Al-Arabi Al-Jadeed" published a cartoon depicting the Adidas logo made of severed legs and an IDF soldier walking on them. Another online cartoon showed the logo composed of body bags.
Biton was injured in May 2021 during Operation Guardian of the Walls when an anti-tank missile fired from the Gaza Strip hit his military vehicle near the border. The incident killed his unit mate, Sergeant Major Omer Tabib, and severely wounded Biton, leading to the amputation of his left leg. Following rehabilitation, Biton returned to running with a prosthetic leg.
Adidas has not yet officially responded to the controversy.
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