Adidas Apologizes Following Controversial Advertising Campaign in Israel

German sportswear manufacturer Adidas has faced criticism and boycott calls following an advertising campaign in Israel promoting its Single Shoe Service, a program designed for customers with limb differences.
The campaign featured Shalev Biton, who lost his left leg after being injured while serving in the Israeli military in 2021. In the advertisement, Biton is shown trying on a single Adidas sneaker in a store and later running. The video was produced in Hebrew.

What is the Single Shoe Service?

Adidas launched the service in 23 European countries at the beginning of 2026. Under the program, customers with limb differences can purchase a single shoe for 50 percent of the price of a full pair, rather than having to buy both shoes.
The company says the service was created to make it easier for people with disabilities to participate in sports and everyday activities.
According to Adidas, the service became available in its stores from January 19, 2026. People with disabilities and organizations connected to the Paralympic movement were involved in the development of the program.

Why did the campaign spark controversy?

The main source of controversy was the participation of a former Israeli soldier in an advertisement promoting a service related to amputees.
Pro-Palestinian activists criticized the campaign against the backdrop of the war in Gaza and the growing number of injuries and amputations reported there. Some groups called for a boycott of Adidas products.
At the same time, Biton was not the only disabled athlete featured in the campaign. According to Anadolu Agency, he was one of 11 disabled athletes involved in the campaign displayed at Adidas stores in Israel.

How did Adidas respond?

Adidas described the campaign as a local initiative carried out by its team in Israel. The company acknowledged that one of the advertising materials had triggered strong reactions and concerns and apologized for the situation.
The company also said it was taking the criticism seriously.
At the same time, according to Adidas' official information, the Single Shoe Service is not an Israel-specific project, but part of a broader inclusive service that was first introduced in Europe.

Two sides of the controversy

The controversy has produced two different perspectives.
Critics linked the use of a former Israeli soldier in the advertisement to the war in Gaza and the plight of Palestinians who have suffered disabilities, arguing that the campaign was inappropriate given the sensitive context.
Adidas, meanwhile, has emphasized that the primary purpose of the service is to make sports footwear more accessible to people with limb differences.
Ultimately, the controversy appears to be less about the Single Shoe Service itself and more about the choice of advertising figure and the politically sensitive context in which the campaign was promoted.

Author: Hasanboy OCHUN