Adidas faces boycott calls over campaign featuring former Israeli soldier and amputee

Adidas is facing a wave of boycott calls after Shalev Biton, a former Israeli soldier and amputee, appeared in a campaign promoting the company’s single-shoe service in Israel.

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Gaza has the highest number of child amputees per capita in the world. Adidas chose an IOF soldier.

Biton lost his left leg in May 2021 while serving in the Israel Defense Forces’ Nahal Brigade during Operation Guardian of the Walls. The Adidas service allows qualifying customers with limb differences to buy only the shoe they need at 50% of the listed price, rather than purchasing a pair.

The campaign featured Biton alongside 10 other disabled athletes. Its posters appeared only in Israel, but the campaign drew international attention after anti-Israel activists, including Spanish actor Javier Bardem, highlighted Biton’s involvement on social media. Some posts falsely claimed he had served during the current Gaza war.

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Adidas partners with criminals, ignores victims.

Project Unite Humanity published a cartoon contrasting child amputees in Gaza with Biton and wrote, "Gaza has the highest number of child amputees per capita in the world. Adidas chose an IOF soldier." Other activist accounts urged people to throw away their Adidas shoes. Europe Palestine Network and The Times of Palestine issued a joint statement titled "Adidas partners with criminals, ignores victims."

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I’ve been hit by an absolutely insane wave of hatred and reports from all over the world.

Biton said he had been hit by "an absolutely insane wave of hatred and reports from all over the world," involving tens of thousands of social media posts, videos and messages. He said major pro-Palestinian pages had repeatedly posted about him and added, "They’re millions over there. I want to feel that you’re here with me."

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They’re millions over there. I want to feel that you’re here with me.