Published September 6th, 2026 - 09:38 GMT
ALBAWABA - German sportswear giant Adidas is facing widespread boycott calls among human rights and pro-Palestine activists over its campaign featuring amputee Israeli soldier Shalev Biton, who lost his leg in Gaza in 2021. Adidas promoted its "Single Shoe" service worldwide and offered amputee customers 50 percent off a full pair of shoes. The German sportswear brand used Biton as the face of its Hebrew campaign, in hopes of appealing to Israeli soldiers who suffered the same fate. In 2021, Israel flattened many buildings and killed over 200 Palestinians in Gaza, which is why many criticized Adidas for choosing an Israeli soldier to be the face of its campaign.Germany's Adidas is facing boycott calls after featuring IDF veteran Shalev Biton — who lost his left leg in a 2021 Gaza — as the face of its single-shoe service in Israel. The service lets amputees buy one shoe at half price. Thousands of Palestinians have lost limbs since… pic.twitter.com/x6PcGN6Zgj— Clash Report (@clashreport) September 4, 2026 The campaign sparked outrage among human rights activists for using an Israeli soldier, citing the ongoing Israeli aggression on Gaza since 2023. According to the WHO (World Health Organization), more than 5,000 Palestinians have suffered limb amputations in Gaza since 2023, including children. Moreover, Israel's ongoing aggression on Gaza has resulted in the killing of over 73,000 Palestinians and the injuring of more than 174,000 others. Many still remain missing or trapped under the rubble, where crews cannot reach them.Renowned Spanish actor Javier Bardem also called for the boycott of Adidas after its most recent campaign. The actor shared several posts via his Instagram Story that called for a "Free Palestine" and accused the company of "partnering with criminals (Israel)" and "ignoring victims (Palestinians)."📌 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/uJDeta9PJB— Anadolu English (@anadoluagency) September 6, 2026 Criticism floods social media: "I will never let my family ever buy this very insensitive one sided brand." "Utterly disgusting. The coward lost his leg while participating in illegal occupation and genocide." "Burning all my Adidas cloths. Boycott the baby-murdering enablers.""I don’t own a single #adidas item, and this is the reason to continue that forever!!"
