Adidas is facing boycott calls over a campaign featuring former IDF soldier and amputee Shalev Biton.
Biton lost his left leg in May 2021 while serving in the Nahal Brigade during Operation Guardian of the Walls.
He recently partnered with Adidas to promote the sports brand’s in-store “single shoe” service campaign, which is designed to help make footwear more accessible to people with a limb difference.
The campaign posters were only used within Israel
Ten other disabled athletes joined Biton for the series of advertisements for Adidas Israel. The posters were not used outside of Israel.
