Adidas faces boycott calls over 'single shoe' campaign with former Israel soldier and amputee

Adidas is facing boycott calls over an in-store "single shoe" service campaign in Israel, featuring former Israeli soldier and amputee Shalev Biton. Biton lost his leg in May 2021 during Operation Guardian of the Walls. The campaign, which also included ten other disabled athletes, offers qualifying customers a single shoe at half price to make footwear more accessible to individuals with limb differences. Although the posters were only used within Israel, anti-Israel figures, including Spanish actor Javier Bardem, amplified Biton's involvement on social media, leading to widespread boycott demands. Many falsely claimed Biton was a soldier in the current Gaza war. Pro-Palestine advocacy groups criticized Adidas, stating, "Adidas made an Israeli soldier the face of inclusion while Gaza's child amputees remain largely unseen." Biton reported receiving an "absolutely insane wave of hatred and reports from all over the world" due to the campaign.