Sportswear giant Adidas is confronting significant backlash and calls for a boycott after featuring a former Israeli army soldier in an advertising campaign for its single-shoe service aimed at amputees. The campaign, which showcases Shalev Biton, an ex-soldier who lost a leg during the 2021 Gaza conflict, has drawn sharp criticism from human rights campaigners and pro-Palestine activists.

The advertisement depicts Biton trying on a shoe at an Adidas store in Israel and subsequently wearing it while running outdoors. Critics have labeled the campaign "an affront to Palestinians," particularly given the ongoing context of the Israeli-Palestinian conflict and the high number of amputations among Palestinians.

Stephanie Westbrook, a sports boycott campaigns coordinator for the Palestinian Campaign for the Academic and Cultural Boycott of Israel (PACBI), stated that the company should not be surprised by the outcry. She argued that featuring a soldier, whose identity is tied to his military service in an army that has conducted assaults on Gaza, normalizes "Israel's crimes against Palestinians."

Activists argue that such campaigns risk trivializing the suffering of Palestinians who have also lost limbs due to Israeli military actions. The World Health Organization has estimated that between 5,000 and 6,000 people in Gaza underwent amputations by early October 2025, a period following a ceasefire agreement between Israel and Hamas. These individuals are among thousands who sustained life-altering injuries during the conflict.

The controversy highlights the sensitive nature of marketing campaigns that intersect with geopolitical conflicts. Critics contend that Adidas's choice of subject matter, without acknowledging the broader context of the conflict and its human toll on Palestinians, is insensitive and counterproductive.

PACBI, a founding member of the Boycott, Divestment, and Sanctions (BDS) movement, has been at the forefront of organizing the boycott calls. The group advocates for international pressure on Israel to end its occupation and alleged apartheid policies.

The current boycott campaign is circulating widely on social media, with users sharing the advertisement and expressing their solidarity with Palestinians. The calls for a boycott suggest a growing awareness among consumers about the ethical implications of corporate advertising and its potential to engage with or ignore contentious political issues.

Adidas has not yet issued a formal statement addressing the specific criticisms or the boycott calls. The company's decision to feature Biton in its campaign for amputees, while a positive initiative in itself, has been overshadowed by the political context and the disproportionate impact of the conflict on Palestinian civilians.