Adidas apologises after campaign featuring former Israeli soldier sparks boycott calls

Company describes posters as a local promotion of its Single Shoe service as critics point to Gaza’s amputation crisis

German sportswear company Adidas apologised on Monday after an advertising campaign featuring a former Israeli soldier prompted a backlash and calls for a boycott.

The campaign featured Shalev Biton, whose left leg was amputated after he was wounded while serving in the Israeli army in 2021, to promote Adidas’s Single Shoe service.

“We recognise that an image used in a recent local activation by the local team has raised concerns and strong reactions,” Adidas said in a statement.

Adidas is facing fierce backlash after featuring Israeli soldier Shalev Biton, who lost a leg while taking part in the Israel's 2021 brutal assault on Gaza, in its new Single Shoe Service campaign, which allows amputees to purchase a single shoe at half price.

Critics argue the… pic.twitter.com/ldiQrn3dZs

— TRT World (@trtworld) September 3, 2026

Read: Israeli strikes on southern Lebanese town kill 11, state news agency says

“It was never our intent to cause offence, and we apologise to anyone affected,” the company added, describing the promotion as a local initiative rather than part of a global campaign.

Biton was one of 11 disabled athletes featured on posters displayed at Adidas stores in Israel.

Pro-Palestinian activists criticised the decision to include a former Israeli soldier in a campaign centred on amputees, contrasting the promotion with the thousands of Palestinians who have lost limbs during Israel’s war on Gaza.

World Health Organisation estimates published in May said that Gaza had recorded more than 5,000 traumatic limb amputations and over 22,000 major extremity injuries since October 2023. Up to a quarter of those with life-changing injuries were children, according to the organisation.

Spanish actor Javier Bardem was among those who urged consumers to boycott the company over the promotion.

📌 Spanish actor Javier Bardem calls for boycott of Adidas over brand’s campaign in Israel promoting its ‘Single Shoe’ service through a former Israeli soldier

📱 Bardem shares several boycott posts on Instagram Stories as campaign draws criticism over contrast with thousands of… pic.twitter.com/FlOoXbxCVP

— Anadolu English (@anadoluagency) September 6, 2026

Adidas said its Single Shoe service was intended to promote inclusion by allowing people with limb differences to only purchase the shoe they need.

The company introduced the service in 23 European countries in January, offering individual shoes for 50% of the price of a pair at Adidas-owned stores and outlets. It was developed in consultation with disability groups and organisations, including ParalympicsGB.

Read more: Israeli strikes on southern Lebanese town kill 11, state news agency says

Adidas said the program was expanding across Europe, Asia and the Middle East, including Palestine, the United Arab Emirates, Lebanon, Saudi Arabia, Kuwait, Qatar and Egypt.

The company said it would “continue to listen, learn and work to ensure that our actions reflect the inclusive values we stand for”.