Adidas Faces Boycott Calls Over Campaign Featuring Former Israeli Soldier

Global sportswear giant Adidas has come under mounting pressure from pro-Palestinian activists after launching an advertising campaign featuring Shalev Biton, a former Israeli soldier and amputee, with critics accusing the company of insensitivity against the backdrop of the war in Gaza.

The controversy centres on Adidas’ Single Shoe Service, an initiative that allows customers with limb differences to purchase a single shoe instead of a pair. Biton, who lost his left leg after being wounded while serving in the Israeli military during the 2021 conflict near Gaza, appears in promotional materials highlighting the programme’s accessibility mission.

Soon after the campaign was released, the hashtag #BoycottAdidas began trending across social media, with campaigners arguing that the company’s choice of ambassador ignores the humanitarian crisis in Gaza, where thousands of Palestinians have suffered life-changing injuries and amputations during the ongoing conflict. Activists say the timing of the campaign has amplified public outrage rather than its intended message of inclusion.

Supporters of the campaign have defended Adidas, arguing that Biton’s participation reflects disability representation rather than political endorsement. They note that the Single Shoe Service is designed to improve access for amputees and people with limb differences, regardless of nationality or background, and warn against targeting disabled individuals because of their military past.

The company has not announced any plans to withdraw the advertisement. As criticism intensified, Adidas reiterated that the initiative was created to make footwear more accessible for customers who need only one shoe, though it has not publicly addressed the broader political backlash surrounding Biton’s involvement.

The dispute revives memories of Adidas’ previous entanglement in Middle East controversies. In 2024, the company apologized and withdrew an advertising campaign featuring model Bella Hadid after criticism linked the promotion to the 1972 Munich Olympics, demonstrating the challenges global brands face when marketing intersects with historical and geopolitical sensitivities.

As consumer activism increasingly shapes corporate reputations, Adidas now finds itself navigating a familiar dilemma: how to promote inclusion without being drawn into one of the world’s most polarizing conflicts. The episode underscores the growing expectation that multinational brands will be judged not only by the products they sell, but also by the stories, and the people, they choose to represent.