# Adidas advertising controversy involving Israeli veteran > Live situation record from CLSTR: https://clstr.news/situations/adidas-advertising-controversy-involving-israeli-veteran > Updated: 2026-09-12T02:00:03.000Z. Sources: 13. Developments: 2. Adidas has faced international backlash and calls for boycotts following an advertising campaign in Israel featuring Shalev Biton, an Israeli veteran and athlete who lost a leg during combat. The campaign was designed to promote a program allowing customers to purchase a single shoe for individuals with limb differences. Critics and pro-Palestinian groups have condemned the initiative, arguing that the focus on an Israeli soldier ignores the thousands of Palestinian civilians who have also suffered amputations due to the conflict in Gaza. Hattab Muhammed Abdülkerim Şehab, a Gazan lawyer who lost a leg during an Israeli bombardment, described the advertisement as “propaganda intended to mislead the public and diminish support for the Palestinian people.” In response to the controversy, Adidas issued an apology and clarified that the initiative was a local project managed by its Israeli branch rather than a global campaign. The company has since distanced itself from the specific project. The controversy has drawn specific attention from the BDS movement, which has issued calls for boycotts against the company. ## Timeline ### 2026-09-12: IDF soldier shoots Palestinian man in West Bank amid settler standoff An IDF soldier wounded a Palestinian man in the West Bank during a settler standoff, while Adidas faces boycott calls over an ad campaign featuring an Israeli veteran with a prosthetic limb. 7 sources. https://clstr.news/cluster/adidas-faces-boycott-calls-over-israeli-veteran-campaign ### 2026-09-09: Adidas faces backlash over advertisement featuring retired Israeli soldier Adidas faces intense criticism for an advertisement featuring a retired Israeli soldier who lost a limb in Gaza, with critics accusing the brand of whitewashing military actions. 6 sources. https://clstr.news/cluster/adidas-faces-backlash-over-advertisement-featuring-retired-israeli-soldier --- Cite as: Adidas advertising controversy involving Israeli veteran. CLSTR, https://clstr.news/situations/adidas-advertising-controversy-involving-israeli-veteran