Adidas is facing backlash from pro-Palestinian activists after featuring Israeli amputee runner Shalev Biton in promotional material for its “Single Shoe” program, an initiative designed to allow amputee athletes to purchase only one running shoe rather than an entire pair.

The campaign has drawn criticism because of the large number of amputees reported in Gaza during the war, with activists accusing Adidas of using an Israeli former soldier to promote the program. Adidas, however, said the initiative is a global accessibility effort and denied that it was created specifically for Israeli military veterans.

The controversy erupted after Biton shared a Hebrew-language video discussing the benefit of being able to purchase a single shoe. His military background was not mentioned in the video.

⚽ Adidas Faces Global Boycott Calls After Featuring IDF Veteran Who Lost His Leg in Hamas Missile Attack

Shalev Biton survived a Hamas missile attack, lost a leg and returned to running. Now his appearance in an Adidas campaign helping amputees buy a single shoe has triggered… pic.twitter.com/PYOGbQ5qbZ

— Jewish Breaking News (@JBreakingNews) September 7, 2026

Biton served with the IDF’s Nachal infantry brigade. During Operation Guardian of the Walls in May 2021, an anti-tank missile fired from Gaza struck his military vehicle on the Israeli side of the border. Biton suffered severe injuries and ultimately lost his left leg, while Staff Sgt. Omer Tabib was killed in the attack.

Following extensive rehabilitation, Biton returned to running using a prosthetic leg and became an advocate for adaptive athletics.

Adidas launched its Single Shoe program in Europe in January before expanding it into Middle Eastern markets. In Israel, Biton and 10 other disabled athletes were featured on promotional posters inside Adidas stores, while the company says the broader initiative is intended to increase accessibility and consumer choice worldwide.

The campaign sparked a wave of online criticism, including calls to boycott Adidas. Palestinian activist Abeer Khatib reportedly said she would burn the Adidas products she owns, while Spanish actor Javier Bardem was also among those associated with boycott calls.

Some online posts went further, falsely claiming that Biton lost his leg while fighting in the current Gaza war and accusing him of participating in what they described as “genocide.” Photos of Biton running with his prosthetic were circulated alongside images of amputee children from Gaza.

Biton later described the reaction as a “crazy wave of hate.” His original Instagram video was no longer available Sunday, although copies had continued circulating online.

Adidas has maintained that the Single Shoe service is part of a worldwide effort to make its products more accessible to people with disabilities.