Sportswear giant Adidas is facing calls for a boycott of all its products over its inclusion of a former Israeli soldier to promote a service that enables amputee athletes to buy just one running shoe.
Pro-Palestinian activists panned the company for working with Shalev Biton, citing the high number of amputees in the Gaza Strip, and in particular children, as a result of the recent war there.
In a response Sunday to the Times of Israel, Adidas stressed that its Single Shoe service is a worldwide campaign and rejected suggestions that it was specifically for Israeli soldiers.
The furor began last week after Biton published a homemade video highlighting his participation in Adidas’s promotion of its Single Shoe service.
The global sports company launched the Single Shoe service in Europe in January, and expanded the initiative to markets in the Middle East a couple of months later.
