Adidas faces backlash over Former Israeli soldier campaign amid Gaza amputation crisis

German sportswear giant Adidas has apologised following a backlash over an advertising campaign in Israel that featured a former Israeli soldier who lost his leg, with critics calling for a boycott of the company.

German sportswear giant Adidas has apologised following a backlash over an advertising campaign in Israel that featured a former Israeli soldier who lost his leg, with critics calling for a boycott of the company.

The campaign featured Shalev Biton, a former Israeli soldier whose left leg was amputated after he was wounded while serving in the Israeli army in 2021. His image was used to promote Adidas’s Single Shoe service, which allows customers with limb differences to purchase only the shoe they need instead of buying a complete pair.

“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.

The company said the campaign was a local initiative and was not part of a global advertising campaign. Adidas also apologised to people who were offended or affected by the promotion.

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

The campaign drew criticism from pro-Palestinian activists, who questioned the decision to feature a former Israeli soldier in an advertisement focused on amputees. Critics compared the campaign with the large number of Palestinians who have suffered limb loss and serious injuries during the war in Gaza.

According to World Health Organization estimates published in May, Gaza had recorded more than 5,000 traumatic limb amputations and over 22,000 major extremity injuries since October 2023. The organization said children accounted for up to a quarter of people suffering life-changing injuries.

Spanish actor Javier Bardem was among those who publicly urged consumers to boycott Adidas over the campaign.

Adidas defended its Single Shoe service, saying the initiative was created to promote greater inclusion for people with limb differences. The company launched the service in 23 European countries in January, allowing customers to purchase individual shoes for half the price of a standard pair at Adidas-owned stores and outlets.

The service was developed in consultation with disability organisations, including ParalympicsGB, and is being expanded to additional regions.

Adidas said the programme is now being extended 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 listening to concerns and working to ensure its actions reflect its stated commitment to inclusion.