Adidas Faces Boycott Calls Over Campaign Featuring Former Israeli Soldier Adidas' latest advertising campaign has sparked controversy, with activists calling for a boycott over its use of a former Israeli soldier in promoting its single shoe service for amputees.
Shalev Biton, a former Israeli army soldier who lost his leg during the 2021 Israel Gaza conflict, features in the advertisement.
The World Health Organization estimates that between 5,000 and 6,000 people in Gaza have undergone amputations as of early October 2025, largely due to Israeli attacks.