Web Desk: German sportswear giant Adidas is facing widespread public outrage and intensifying calls for a global boycott after selecting former Israeli soldier Shalev Biton as the face of its newly launched "Single Shoe Service" campaign in Israel. The accessibility program allows individuals living with lower limb amputations or differences to purchase a single footwear item at 50 percent of the cost of a full pair, eliminating an unnecessary financial burden for those who only need one shoe. Biton, an Israeli military veteran who lost his left leg in 2021, publicly announced his involvement in the initiative on August 26, framing the launch as a personal triumph and a practical shift toward corporate inclusivity.

However, the campaign's local rollout quickly sparked a severe online backlash. Rights activists, journalists, and public figures heavily criticized Adidas for choosing an Israeli military veteran to project an image of human centered corporate social responsibility. Critics drew a stark contrast between Biton’s promotional role and the devastating human toll in Gaza, where World Health Organization estimates indicate that over 5,000 traumatic limb amputations have occurred since October 2023 due to ongoing military attacks. Social media users and prominent authors quickly mobilized around the hashtag BoycottAdidas, questioning why a veteran of an army responsible for widespread civilian limb loss was chosen to champion an amputee support initiative.

This controversy marks the latest in a series of PR challenges for Adidas regarding the region. In 2024, the brand drew global condemnation after removing Palestinian American model Bella Hadid from a retro sneaker campaign following pressure from pro-Israel groups, for which it later apologized. Despite the viral spread of boycott calls and mounting public criticism over the inclusion of Biton, Adidas has yet to issue an official response regarding the campaign's backlash.