Adidas Faces Boycott Calls Over Ad Featuring Amputee Israeli Soldier
Adidas is facing calls for a boycott after featuring Shalev Biton, an Israeli soldier who lost his left leg, in a promotional campaign for its "Single Shoe Service." This initiative, launched in Israel, allows amputees or individuals with differing foot sizes to purchase single shoes instead of full pairs. Biton sustained his injury in combat near the Gaza Strip in May 2021.
The backlash stems primarily from Biton's military background and the campaign's launch in Israel amidst the ongoing conflict with Hamas. Spanish actor Javier Bardem publicly urged his followers to boycott Adidas due to Biton's involvement.
Critics have drawn parallels between the media attention given to Biton and the situation of amputees in Gaza. Citing World Health Organization estimates from May 2026, which reported over 5,000 traumatic amputations and 22,000 severe limb injuries in Gaza since October 2023, opponents accuse Adidas of failing to provide comparable visibility to Palestinian amputees.
The controversy appears to focus more on the political and military context surrounding the campaign rather than the service itself.
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