A local Adidas Israel campaign for its Single Shoe service, which allows amputees to buy one shoe rather than a pair, became the target of an international anti-Israel boycott drive in early September. The Hebrew-language campaign, directed at Israeli consumers, featured Shalev Biton, an Israeli amputee athlete, alongside 10 other disabled athletes. Biton lost his left leg in May 2021 while protecting Israel’s border as a soldier in the IDF’s Nahal Brigade. An anti-tank missile fired from Gaza into Israel struck his military vehicle inside Israel, killing fellow soldier Staff Sgt. Omer Tabib. The ad campaign drew backlash from anti-Israel activists on social media who falsely accused Biton of participating in “genocide” and of fighting in the latest Gaza war. They called for an international boycott of the company under #BoycottAdidas, an effort amplified by Spanish actor Javier Bardem. Adidas Arabia apologized on Sept. 7 for the “offense” caused by an ad that did not concern Gaza, that featured an amputee who had neither committed genocide nor fought in the latest Gaza war and whose injury was caused by a missile fired from Gaza into Israel.
You know the mask is slipping when activists who claim to be fighting for Palestinian rights attach the “genocide” libel to an Israeli amputee appearing in a Hebrew-language campaign aimed at Israelis simply because he once served in the IDF defending Israel’s border.
“Adidas criticised over campaign featuring former Israeli soldier wounded in Gaza,” by Samuel Gut, FashionNetwork USA, Sept. 9, 2026
“Adidas faces boycott calls over promotion featuring ex-IDF soldier who lost leg in 2021,” by Stuart Winer, The Times of Israel, Sept. 6, 2026
“Adidas apologizes after ad featuring former Israeli soldier who lost leg draws boycott calls,” by Mark Harris, OutKick, Sept. 8, 2026
“‘Single shoe’ Adidas ad campaign with disabled IDF vet stirs controversy,” by Mathilda Heller, The Jerusalem Post, Sept. 6, 2026, updated Sept. 7, 2026
