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- October 26, 202610°
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- INTEREST36.00%-1.00
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- October 26, 202610°
Adidas campaign featuring Israeli soldier fuels boycott calls over Gaza children
Adidas featured Shaliv Biton, an Israeli soldier who lost his left leg in Gaza, in its single-shoe service campaign. Several people, including U.S. content creator Guy Christensen, called for a boycott of the company, drawing attention to the plight of Palestinian children in Gaza.
Adidas’ use of Shaliv Biton, an Israeli soldier who lost his left leg during the war in Gaza, in a campaign promoting its single-shoe service drew criticism that the company was ignoring the suffering of Palestinian children. Calls to boycott Adidas products were made on social media.
Biton, a former Nahal Brigade sniper, took part in the 2021 war against Gaza. During the clashes, which Palestinians called “Sword of Jerusalem” and Israel called “Guardian of the Walls,” an anti-tank missile struck a military vehicle near the Gaza border. Biton was seriously wounded in the incident, while Omer Tavif, who was beside him, was killed.
Biton underwent more than 40 operations during a three-year rehabilitation period. After his left leg was amputated at the end of his treatment, he began playing sports and running again with a prosthesis.
The single-shoe service sparked backlash
Adidas selected 11 people, including Biton, to promote a service that allows those who need only one shoe to purchase a single shoe for half the price of a pair. Biton announced the partnership on his Instagram account on August 26 and described the launch of the service as “a dream come true.”
As images from the campaign began circulating again on social media, users recalled that Biton had lost his leg during the war in Gaza. Critics argued that while an Israeli soldier was used in the promotion, Palestinian children who had lost limbs were being disregarded.
One post placed footage of Biton running with his prosthetic leg alongside a photograph of a Palestinian girl using crutches. Other posts used an image of Adolf Hitler alongside Adidas products, referring to the company’s history in Germany.
Some critical posts were viewed millions of times. Thousands of posts were shared under the hashtag “Boycott Adidas,” while some users claimed that the single-shoe service had been launched for Israeli soldiers who lost limbs in Gaza and called for a boycott of Adidas products.
Public figures join boycott calls
Pakistani writer and poet Fatima Bhutto supported the boycott call with the word “Easy” in a post on her X account, which has around 2.4 million followers. Palestinian activist Abeer al-Khatib also said she would burn all the Adidas products she owns.
U.S. content creator Guy Christensen, who has around 3.7 million TikTok followers, called Adidas’ selection of Biton “disgusting” and urged a boycott of the company.
Adidas says the service is available to everyone
In a statement issued in response to the backlash, Adidas said the single-shoe service was developed worldwide for athletes and consumers who want to purchase only one shoe. The company stressed that the service was not intended specifically for Israeli soldiers.
Adidas said the service was launched in Europe in January and later expanded to some markets in Asia and the Middle East, including Israel. The company said comments made in recent days misrepresented the purpose of the service and stated that the initiative aims to expand access to its products worldwide.
Bella Hadid decision revisited
Adidas’ removal of Palestinian American model Bella Hadid from its “SL 72” advertising campaign in 2024 also resurfaced amid the debate. Activists cited the use of an Israeli soldier in the new campaign and Hadid’s removal from the previous campaign as evidence of what they described as a double standard by the company.
According to Palestinian figures, 73,470 Palestinians have been killed and 174,540 wounded in Israel’s attacks on Gaza since October 8, 2023. Many people remain under the rubble and on the roads, while these figures are not presented as an independently verified final toll.
The conflict in Gaza is rooted in a political dispute that deepened with Israel’s establishment in 1948 after hundreds of thousands of Palestinians were displaced, followed by the occupation of the remainder of the Palestinian territories in 1967. Disagreement over the establishment of a Palestinian state continues.
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