09/08/2026
Adidas has apologized after a local Israeli advertising campaign featured Shalev Biton, a former IDF soldier and amputee, promoting the company’s Single Shoe service. The campaign triggered widespread criticism and boycott calls, with activists contrasting Biton’s appearance with the thousands of Palestinians who have suffered traumatic amputations during Israel’s war in Gaza.
Important context: Biton did not lose his leg in the current Gaza war. He was wounded in May 2021 when an anti-tank missile fired from Gaza struck his military vehicle on the Israeli side of the border. Reports also do not clearly establish that Adidas removed the entire campaign. The company acknowledged the backlash, apologized for causing offense, and described the advertisement as a local initiative involving several disabled athletes.
That context does not erase the anger. Choosing a former soldier for an amputee campaign while Palestinian children and adults endure mass death, injury, and limited access to rehabilitation was viewed by many as profoundly insensitive.
The backlash demonstrates how quickly organized public pressure can force a global corporation to respond. Consumers have every right to decide where their money goes, and I have made my decision: I will not purchase Adidas products again. If companies profit from public values, shouldn’t the public hold them accountable for the messages they promote?