Adidas Campaign Backlash
Adidas apologizes after featuring a former Israeli soldier in a disability campaign.
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Key Points
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Shalev Biton lost his left leg in May 2021 after an anti-tank missile struck a military vehicle near the Gaza border during fighting known in Israel as Operation Guardian of the Walls. He later returned to running with a prosthetic.
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Biton said the Single Shoe service was inspired by his own experience of repeatedly having to buy complete pairs of shoes even though he needed only one.
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The promotional video originally posted by Biton was no longer available on his Instagram account by September 6.
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Adidas’s broader Single Shoe program was launched across 23 European countries in January 2026 in partnership with the British Paralympic Association before expanding to the UAE, Palestine, Lebanon, Saudi Arabia, Kuwait, Qatar and Egypt.
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Adidas said it works with athletes and sporting communities across the Middle East and provides product donations to communities in need, while pledging to “continue to listen, learn and work to ensure that our actions reflect the inclusive values we stand for.”
Adidas apologized after a campaign for its Single Shoe service sparked boycott calls from pro-Palestinian activists. The promotion featured Shalev Biton, a former Israeli soldier who lost his left leg in 2021, displayed at Adidas stores across Israel. Prime Timer reported that the company called the backlash unintended, saying the local initiative was never meant to cause offense.
The Single Shoe program lets customers with limb differences buy one shoe at half-price instead of a full pair. Biton was one of 11 disabled athletes featured in promotional materials. Critics, including Spanish actor Javier Bardem, argued the campaign was insensitive to thousands of Palestinians in Gaza who suffered amputations during the war. Ynet News noted that Adidas said it works with athletes across the Middle East and pledged to reflect inclusive values.
How Biton Lost His Leg and Found Purpose
Shalev Biton lost his left leg in May 2021 after an anti-tank missile struck a military vehicle near the Gaza border. He was serving in the Israeli Defense Forces during Operation Guardian of the Walls. After recovery, Biton returned to running with a prosthetic limb, becoming an athlete and activist for disability inclusion.
Biton inspired the Single Shoe service through his own frustration. He repeatedly bought complete pairs of shoes even though he only needed one shoe. The program directly addresses this problem by letting people with one functional leg purchase single shoes at reduced cost.
A Campaign With Global Reach Faces Regional Controversy
Adidas launched the Single Shoe program across 23 European countries in January 2026 in partnership with the British Paralympic Association. The company then expanded to eight Middle Eastern nations: the UAE, Palestine, Lebanon, Saudi Arabia, Kuwait, Qatar, Egypt, and Israel. Maktoob Media reported that this regional expansion included the contested Israeli market.
The backlash centered on timing and context. Pro-Palestine activists argued that featuring an Israeli soldier was insensitive when Palestinians were suffering mass casualties and amputations. IBTimes noted this wasn't Adidas's first Israel-Palestine controversy, adding pressure to the brand's response.
Adidas's Defense and Support for the Program
Supporters of the campaign argued that online critics singled out Biton while ignoring the other 10 disabled athletes featured. They pointed out that the program's core mission—accessibility for people with limb differences—remained valid regardless of politics. The service expanded across the Middle East specifically to serve Palestinians and neighboring communities.
Adidas stated the promotion was a local initiative run independently. The company committed to continuing work across the region, pledging to 'listen, learn and work to ensure that our actions reflect the inclusive values we stand for.' Adidas Arabia removed the campaign materials and acknowledged the controversy, though it maintained the program's inclusive purpose.
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