Adidas Faces Boycott Calls Over Wounded Israeli Soldier In ‘Single Shoe Service’ Campaign

German sportswear company Adidas is encountering boycott demands after featuring Shalev Biton, a wounded veteran of the Israeli Defense Forces (IDF), in its advertising for the Single Shoe service in Israel.

Background of the Single Shoe Campaign

Biton, a former soldier from the IDF’s Nahal Brigade, lost his left leg in May 2021 when an anti-tank missile launched from Gaza hit a military vehicle near the Gaza border. After his injury, he resumed running using a prosthetic leg.

The campaign stirred controversy following Biton’s announcement of his collaboration with Adidas on Instagram on August 26. He highlighted that since taking up running again, he often needed to buy two shoes although he only required one.

Adidas introduced the Single Shoe service to accommodate individuals who need only one shoe, including amputees and people with limb differences, allowing them to purchase single shoes instead of pairs.

The program was first launched in Europe in January 2026 and has since been extended to parts of Asia and the Middle East.

Controversy and Social Media Response

The advertisement has faced harsh criticism from pro-Palestinian supporters who argue that promoting an Israeli soldier is insensitive, especially considering Palestinians, including children, have also suffered limb loss in the ongoing conflict in Gaza.

The hashtag #BoycottAdidas has gained significant traction on social media platforms, with numerous posts accumulating hundreds of thousands to millions of views. Several activists and public figures have urged consumers to boycott the brand.

It is important to note that Biton’s injury occurred in 2021 before the current Gaza war and that he was not engaged in combat inside Gaza at the time, despite some inaccurate claims circulating online.

Adidas’s Response and Program Intent

Adidas has defended the Single Shoe initiative, clarifying that it was not designed specifically for Israel or the military. The program was developed as part of Adidas’s wider global accessibility efforts in collaboration with professional organizations such as the British Paralympic Association.

The company stated, “Adidas launched Single Shoe in Europe in January 2026,” emphasizing that the initiative aims to enhance options and accessibility for athletes and consumers worldwide.

Despite these explanations, the selection of Biton as the campaign’s Israeli representative continues to generate calls for a boycott and has placed Adidas at the center of a mounting social media dispute.

Key Takeaways

  • Adidas is promoting a Single Shoe service to support individuals needing only one shoe, including amputees.
  • The campaign featuring wounded Israeli soldier Shalev Biton has sparked boycott calls, mainly from pro-Palestinian supporters.
  • Biton’s injury occurred in 2021, prior to the current Gaza conflict, and he was not active in combat in Gaza.
  • Adidas emphasizes the global and inclusive nature of the Single Shoe program, launched first in Europe in early 2026.
  • The controversy illustrates the challenges brands face when their campaigns intersect with complex geopolitical issues.