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Shalev Biton's inclusion in Adidas advertisement prompts international boycott calls and official apology from the sportswear brand

The sportswear brand Adidas issued an apology after an advertising campaign featuring former Israeli soldier Shalev Biton sparked a backlash and calls for a boycott. The campaign promoted the company's 'Single Shoe' service, which allows customers with limb differences to purchase one shoe at 50% of the price of a pair. Shalev Biton lost his left leg in 2021 while serving in the Israeli army. The advertisement, which was used locally in Israel, featured Biton alongside ten other disabled athletes. Critics, particularly pro-Palestine activists, argued that featuring an Israeli soldier was an affront to the thousands of Palestinians who have suffered amputations during the ongoing war in Gaza. Spanish actor Javier Bardem and other activists joined the call for a boycott, highlighting that Gaza has the highest number of child amputees per capita in the world. Adidas stated that it was never its intent to cause offense and clarified that the promotion was a local initiative rather than a global campaign. The company noted that the service is expanding across Europe, Asia, and the Middle Middle East.

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