The Israeli detail in Adidas's ad sparked a crisis

The globally renowned sportswear brand Adidas, after featuring former Israeli soldier Shalev Biton in the promotion of its “Single Shoe Service” campaign for individuals who have lost a limb in Israel, found the focus of criticism shifting. While criticism on social media grew into calls for a boycott, the company issued an apology following the controversy.

Opportunity to Buy a Single Shoe at Half Price

Adidas’s “Single Shoe Service” was developed for people who need only one shoe due to amputation or limb difference. Under the program, eligible customers can purchase the single shoe they need at 50 percent of the price of a pair instead of buying a full pair.

The service, launched in January in 23 European countries, was later expanded to markets in Asia and the Middle East, the company said. Adidas states that the core purpose of the program is to facilitate access to footwear for people with disabilities and eliminate the unnecessary requirement to purchase a full pair.

Use of Former Israeli Soldier Draws Criticism

However, one of the names used in the Israeli version of the campaign took the debate to another level. Former Israeli soldier Shalev Biton became one of the 11 disabled athletes featured on posters prepared for the campaign’s promotion in Israeli Adidas stores. It was noted that those posters were used only in Israel and were not part of the global campaign.

Biton was severely injured when a tank‑busting missile fired from Gaza struck a military vehicle on the Israeli side of the border while he was serving with the Israeli army's Nahal Battalion in May 2021. After the attack, Biton, whose left leg was amputated, began running with a prosthetic leg following his rehabilitation.

Amputations in Gaza at the Center of the Debate

Using Biton in a campaign targeting amputees sparked a backlash, especially from pro‑Palestinian activists. Critics pointed out that thousands of Palestinians in Gaza have lost limbs due to the war, arguing that featuring a former Israeli soldier in such a campaign was insensitive. Calls began circulating on social media to boycott Adidas products.

According to estimates released by the World Health Organization (WHO) in May, Gaza has recorded more than 5,000 traumatic limb amputations and over 22,000 serious extremity injuries since October 2023. It was noted that up to a quarter of those suffering life‑altering injuries were children.

Famous names also joined the debate. Spanish actor Javier Bardem reacted to the campaign, becoming one of the figures who supported calls to boycott Adidas.

Apology Comes from Adidas

After the reactions reached an international scale, Adidas issued a statement on September 7 regarding the matter. The company said it was aware that a visual used in a promotion carried out by a local team had provoked strong reactions, and clarified that it had no intention of offending anyone and had apologized to those affected.

Adidas also pointed out that the controversial promotion was a local effort, emphasizing that the “Single Shoe Service” program aims to increase inclusivity on a global scale.

The company said the service continues to expand across Europe, Asia, and the Middle East, and that Palestine, the United Arab Emirates, Lebanon, Saudi Arabia, Kuwait, Qatar, and Egypt are also among the program’s expansion areas. Adidas announced that it will continue to take feedback into account and ensure that its work reflects the company’s values of inclusivity.