Adidas faces boycott calls over campaign linked to Israeli military
Adidas Arabia said the local campaign was not meant to offend and stressed that the Single Shoe service was developed for accessibility, not politics.
- Adidas faces boycott calls after featuring IDF veteran Shalev Biton in a campaign promoting its Single Shoe service in Israel. The German company selected Biton, who lost a leg in a 2021 attack, as the face of the initiative.
- A viral social media post depicted Biton jogging with a prosthesis alongside a Gazan girl wounded in an airstrike, prompting activists to accuse the company of "ignoring amputee children in Gaza." The post garnered tens of thousands of likes and shares.
- Launched in Europe in January 2026, the Single Shoe service allows consumers needing only one shoe—such as amputees—to purchase individually. Adidas developed the initiative with the British Paralympic Association to expand accessibility to sport.
- Defending the initiative, Adidas stated the service was not created specifically for the Israeli market or for IDF veterans, emphasizing it "is important to clarify that this is a global initiative." The company stressed the program's worldwide scope.
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Adidas apologizes after ad campaign featuring Israeli ex-soldier draws backlash as Gaza limb injuries mount
LONDON: Adidas apologized on Monday after a local Israeli advertising campaign featuring a former Israeli soldier drew criticism from pro-Palestine activists and renewed calls to boycott the German sportswear company. The campaign promoted Adidas’ Single Shoe service and featured Shalev Biton, whose left leg was amputated after he was wounded while serving in the Israeli military in 2021. “We recognize that an image used in a recent local activa…
Adidas apologizes after ad featuring former Israeli soldier who lost leg draws boycott calls
Adidas issued an apology after its Israel campaign featuring disabled athletes drew pro-Palestinian backlash over an IDF veteran who lost his leg during the Gaza conflict.
The German multinational has apologized and tried to reduce the controversy by framing the advertising campaign in a local Israeli context, which has not stopped criticism across the globeThe corner of thinking - Santiago Alba Rico: “Israel is the survival of the worst Europe in the Middle East” Actor Javier Bardem has once again become the target of attacks and criticisms by the Zionist lobby and the Spanish right for showing on their social ne…
Adidas apologises after Israel campaign sparks boycott calls
Adidas has apologised after a campaign in Israel featuring former Israeli soldier and amputee athlete Shalev Biton triggered criticism from read more Adidas apologises after Israel campaign sparks boycott calls
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