Sportswear giant Adidas is facing boycott calls over an Israeli campaign featuring Shalev Biton, a former IDF soldier who lost his left leg after being wounded while fighting near Gaza.
The campaign promotes Adidas' Single Shoe Service, an initiative designed to allow customers who need only one shoe to purchase a single shoe rather than a pair.
Critics have accused Adidas of promoting the service through an Israeli military veteran amid the Israel-Hamas war, and have questioned the company's decision to feature Biton in the campaign.
Spanish actor Javier Bardem has called on his followers to boycott Adidas following the company's decision to promote the initiative in Israel through Biton.
Biton was wounded during fighting near Gaza in May 2021 and lost his left leg as a result of his injuries.
Much of the criticism surrounding the campaign has focused on Biton's military background and the broader political context, rather than on the accessibility initiative itself.
Critics have also compared Adidas' campaign with the situation facing amputees in Gaza.
According to World Health Organization estimates released in May 2026, more than 5,000 traumatic limb amputations and more than 22,000 major extremity injuries have occurred in Gaza since October 2023.
The figures have been cited by critics questioning whether Palestinians who lost limbs during the Israel-Hamas war are receiving comparable attention in discussions about disability and accessibility.