German sportswear giant Adidas is facing boycott calls after featuring Shalev Biton, a wounded Israeli military veteran, in its campaign promoting the company's Single Shoe service in Israel.
Ynetnews reported that Biton, a former combat soldier with the Israel Defense Forces' Nahal Brigade, lost his left leg after an anti-tank missile fired from Gaza struck a military vehicle near the Gaza border in May 2021. He later returned to running with a prosthetic limb.
The controversy erupted after Biton announced his partnership with Adidas on Instagram on August 26. He said that, since returning to running, he had repeatedly been required to buy a pair of shoes despite needing only one.
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Adidas' Single Shoe service allows people who need only one shoe, including amputees and those with limb differences, to purchase individual shoes rather than a pair. The company launched the initiative in Europe in January 2026 and has since expanded it to markets across Asia and the Middle East.
The campaign has drawn strong criticism from pro-Palestinian activists, who argue that Adidas chose to highlight an Israeli soldier while Palestinians, including children, have lost limbs during the ongoing Gaza conflict.
The hashtag #BoycottAdidas has subsequently gained traction on social media, with several posts receiving hundreds of thousands or even millions of views. Activists and public figures have also called for a boycott of the brand.
However, Biton lost his leg in 2021, before the current Gaza war, and was not fighting inside Gaza when he was wounded, contrary to some social media claims.
Adidas has defended the initiative, saying it was not created specifically for Israel or soldiers. The company said the service was developed as part of its broader global accessibility efforts, in cooperation with communities and professional organisations, including the British Paralympic Association.
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“Adidas launched Single Shoe in Europe in January 2026,” the company said, stressing that the programme is intended to expand choice and accessibility for athletes and consumers globally.
Despite the clarification, the choice of Biton as the Israeli face of the campaign continues to fuel calls for a boycott, putting Adidas at the centre of a growing social media backlash.
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