Adidas Faces International Backlash Over Inclusive Campaign Spotlighting Former IDF Soldier and Amputee

Adidas is encountering widespread criticism following the launch of a campaign highlighting Shalev Biton, a former Israeli soldier who lost his left leg during military service in 2021.

Biton, who sustained his injury while serving in the Israel Defense Forces’ Nahal Brigade during Operation Guardian of the Walls, recently collaborated with Adidas to promote the company’s innovative “single shoe” initiative aimed at increasing footwear accessibility for individuals with limb differences.

This program allows eligible customers to purchase a single shoe at half price instead of buying a complete pair, addressing a significant gap in adaptive apparel solutions.

The campaign posters were only used within Israel

In addition to Biton, ten other athletes with disabilities participated in the advertising effort for Adidas Israel. However, these promotional materials were distributed exclusively within the country and did not extend internationally.

Nevertheless, the campaign attracted scrutiny when prominent anti-Israel voices, including Spanish actor Javier Bardem, highlighted Biton’s participation on social media platforms, prompting renewed calls for an international boycott of the brand.

Misinformation regarding Biton’s alleged connection to ongoing conflicts in Gaza further fueled the controversy, with several influencers falsely asserting his active duty status during recent hostilities.

Activist organization Project Unite Humanity released a graphic stating: “Gaza has the highest rate of child amputees globally. Adidas selected an IOF soldier,” drawing stark comparisons between Biton and young victims of war in the region.

Additional activist pages encouraged consumers to dispose of their Adidas products publicly, sharing videos of discarded athletic wear as symbolic acts of dissent.

Prominent pro-Palestinian organizations, including the European Palestinian Network and The Times of Palestine, issued a joint statement titled *”Adidas Partners With Criminals, Ignores Victims,”* condemning what they described as the company’s insensitivity toward Palestinian suffering.

The statement read: “Adidas elevated former Israeli soldier Shalev Biton as a symbol of inclusion while thousands of Palestinians, including 10-year-old Rateb Abu Qleiq—whose mother and brother were killed in an airstrike that also took his leg—are left without adequate support or prosthetic care.”

“While Biton represents a narrative of resilience promoted by Adidas, countless children in Gaza continue to endure unimaginable hardship largely unnoticed,” the group emphasized.

Facing mounting criticism, Biton expressed feeling overwhelmed by hostile reactions across global digital spaces, describing the backlash as “an absolutely insane wave of hatred” characterized by tens of thousands of negative posts, videos, and messages. He urged his followers to amplify positive engagement with his profile to counterbalance the surge of negativity.

At the time of reporting, Biton had not responded directly to inquiries from The Jerusalem Post.

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