Adidas Faces Boycott Calls in Arab World Over Ad Featuring IDF Veteran

Adidas is facing calls for a boycott in Arab countries after featuring former Israel Defense Forces (IDF) soldier Shalev Bitton in a promotional campaign. Bitton, who lost a leg in a 2021 rocket attack from Gaza, was part of an advertisement for the 'Single Shoe' service, which allows customers to purchase one shoe instead of a pair. Critics of Adidas argue that the company should not have involved a former Israeli soldier in its advertising during the recent conflict in Gaza. They accuse the company of focusing on an Israeli soldier while ignoring hundreds of Palestinians who have lost limbs during the war.

According to Channel 14, the Qatari publication Al-Araby Al-Jadeed published a cartoon depicting the Adidas logo as amputated legs with an Israeli soldier walking on them. Another widely circulated cartoon showed the company's logo composed of body bags. Shalev Bitton was severely injured on May 12, 2021, during Operation "Guardian of the Walls" when an anti-tank missile fired from Gaza struck an army vehicle. The attack resulted in the death of Bitton's comrade, Omer Tabib, and Bitton's own left leg amputation. Following extensive rehabilitation, Bitton has resumed running with a prosthesis.