Adidas Draws Criticism for Featuring Former IDF Soldier in Campaign

Adidas is facing criticism in Indonesia and online after featuring former Israeli soldier Shalev Biton in a campaign for its One Shoe Service.

The program allows customers who need only one shoe to pay half the usual price. Biton lost his left leg after suffering severe injuries while serving in Gaza during Israel’s military assault there in 2021. He announced his participation in Adidas’ latest campaign in an Instagram post on Aug. 26, 2026.

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It feels like a dream come true.

“It feels like a dream come true,” Biton said. He explained that the service grew from his own experience of buying pairs of running shoes even though he could use only one. The initiative, he said, responds to a simple but important need for people in similar circumstances. “Now it’s time to get out and run,” he added.

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Now it’s time to get out and run.

Adidas introduced the service in Israel in August 2026 after previously launching it in several European countries. The campaign quickly drew condemnation on social media, where users urged a boycott and questioned the decision to use an Israeli soldier to promote inclusion and support for amputees.

Some users compared Biton’s story with Palestinians in Gaza who have suffered severe injuries and amputations during Israeli military operations. One commenter wrote, “This is how propaganda works: humanizing soldiers while erasing Palestinians who were targeted by bombs.” Another said the user would boycott Adidas because it had supported the Israel Defense Forces.

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This is how propaganda works: humanizing soldiers while erasing Palestinians who were targeted by bombs.