Adidas Faces Backlash After Featuring Former Israeli Soldier in Shoe Advertisement

Adidas has faced significant criticism after featuring former Israeli soldier Shalev Biton in its latest shoe advertisement in Israel. Biton is one of the faces of the ‘Single-Shoe Service’ campaign, a programme designed to allow individuals with leg amputations to purchase only one shoe at 50% of the price of a pair.

According to Roya News, Biton is a former Israeli soldier who lost a leg and was reportedly involved in Israeli military operations in Gaza in 2021. In a post on his personal Instagram account on 26 August, Biton shared his experiences as a prosthetic leg user.

He noted that since he resumed running, he has had to purchase full pairs of shoes despite only needing one. “Since I started running, every time I buy running shoes, I buy a pair even though I actually only use one shoe,” Biton wrote in Hebrew, as reported by Roya News on Friday (4/9/2026).

He then introduced the Adidas programme, which he stated holds special significance for amputees. “Today I am very happy to share that Adidas Israel has realised this dream, the Single Shoe Service, a service that allows the purchase of a single running shoe at only 50% of the price of a pair,” he wrote. “Now, all that is left is to run,” Biton added.

However, the selection of Biton as the face of the campaign has triggered criticism from human rights activists and pro-Palestinian groups. They have questioned Adidas’s decision to use a former Israeli soldier in a campaign that highlights issues of amputation and inclusivity.

“Are you doing the same for Palestinians who have lost limbs?” wrote one social media user. Another user questioned the fate of Gaza residents who have undergone amputations due to the war, stating, “Perhaps Adidas should provide the other shoes to the children of Gaza.”

This controversy adds to a growing list of disputes involving Adidas regarding the Israel-Palestine conflict. In mid-2024, the company also faced backlash after removing Palestinian-American model Bella Hadid from its retro SL72 shoe campaign. That campaign drew scrutiny because the SL72 was originally launched for the 1972 Munich Olympics. Adidas subsequently revised the campaign following criticism from Israel regarding Hadid’s involvement, as she is known for being vocal in her support for Palestine.