https://www.live-feeds.com/feed/adidas-faces-boycott-calls-over-promotion-featuring-ex-idf-soldier-who-lost-leg-in-2021Continuously updated, source-cited coverage. https://www.live-feeds.com/feed/adidas-faces-boycott-calls-over-promotion-featuring-ex-idf-soldier-who-lost-leg-in-2021https://www.live-feeds.com/feed/adidas-faces-boycott-calls-over-promotion-featuring-ex-idf-soldier-who-lost-leg-in-2021#u62207Wed, 09 Sep 2026 03:21:16 +0000Adidas apologized after an Israeli advertising campaign featuring Shalev Biton, a former soldier who lost his leg in 2021, triggered global boycott calls. The promotion for the Single Shoe service, which allows customers to buy one shoe instead of a pair, was created by a local team and was not a global initiative. Adidas Arabia also issued a separate apology, stating it is taking regional sensitivities seriously. Critics, including actor Javier Bardem, linked the imagery to amputees resulting from military operations in Gaza.Why it mattersThe Single Shoe service targets athletes and customers https://www.live-feeds.com/feed/adidas-faces-boycott-calls-over-promotion-featuring-ex-idf-soldier-who-lost-leg-in-2021https://www.live-feeds.com/feed/adidas-faces-boycott-calls-over-promotion-featuring-ex-idf-soldier-who-lost-leg-in-2021#u60162Mon, 07 Sep 2026 15:11:46 +0000Sportswear brand Adidas issued an apology following intense online backlash and boycott calls over a local advertising campaign in Israel. The promotion featured Shalev Biton, a former Israeli soldier who lost his left leg in 2021, as part of the brand's Single Shoe Service initiative. Biton was one of eleven disabled athletes displayed on posters in stores across Israel. Critics and public figures, including actor Javier Bardem, targeted the company on social media, drawing a contrast between the commercial feature and the thousands of amputees resulting from military operations in Gaza.