Adidas faces boycott campaign over ad featuring amputee former Israeli soldier

Adidas is currently facing boycott calls due to their collaboration with former Israeli soldier and amputee Shalev Biton. Biton lost his left leg in 2021 while serving in the Israeli Defense Forces (IDF) during Operation Guardian of the Walls. He recently joined forces with Adidas to promote the company's in-store single shoe service campaign, which aims to make footwear more accessible for individuals with limb differences.

The service allows eligible customers to purchase just the necessary shoe at half the price. The campaign posters were only displayed within Israel.

However, the campaign has sparked controversy and backlash from anti-Israel figures, particularly Spanish actor Javier Bardem, who has amplified the situation on social media. Many have falsely claimed that Biton served in the current Gaza war. The project Unite Humanity released a cartoon criticizing Adidas for choosing an Israeli soldier during a war, while other activist accounts posted graphics encouraging people to dispose of their Adidas shoes.

Major pro-Palestine advocacy accounts, such as Europe Palestine Network and The Times of Palestine, released a joint statement condemning Adidas for partnering with "criminals" and ignoring the suffering of Palestinians, including child amputees in Gaza.

Biton has faced an overwhelming wave of hatred, with tens of thousands of social media posts, videos, and messages against him. Despite the backlash, he has expressed gratitude for his supporters and encouraged them to share his page and help strengthen his cause. Biton has not responded to The Jerusalem Post at the time of reporting.