Adidas featured an amputee Israeli soldier. Backlash followed — then an apology

Adidas has apologized after a campaign featuring a former Israeli soldier, Shalev Biton, who lost a leg during the 2021 Israel-Gaza conflict, sparked criticism and a call for a boycott. The 11 athletes with disabilities showcased in the campaign, which promoted Adidas' "Single Shoe" service, were meant to make footwear more accessible for people with disabilities.

Biton’s participation in the campaign, however, drew backlash from pro-Palestinian activists comparing his story to that of thousands of Palestinians who lost limbs during the war in Gaza. Oscar-winning Palestinian director Basel Adra’s home was raided by Israeli soldiers, and actor Javier Bardem joined calls for a boycott on social media.

Adidas acknowledged the campaign had caused concern, stating it was never their intention to offend anyone and apologized to those affected. The company emphasized that the advertisement was created by its local Israel team and not part of a global campaign. The "Single Shoe" program, launched in January across 23 European countries, allows customers to purchase one shoe for half the price of a pair and plans to expand into additional markets.