[REVISION HISTORY]

Adidas advertising controversy involving Israeli veteran

Updated 1 time since CLSTR started tracking revisions of this situation.

What changed

2026-09-12 13:53 UTC → 2026-09-13 00:32 UTC · added ~~removed~~

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.

Versions

Only revisions since CLSTR began indexing content versions appear here. Select a version to see what changed compared to the one before it.