# Adidas boycott controversy over Israeli campaign > Live situation record from CLSTR: https://clstr.news/situations/adidas-boycott-controversy-over-israeli-campaign > Updated: 2026-09-09T04:10:06.000Z. Sources: 44. Developments: 4. Adidas has faced international backlash and calls for a boycott following a promotional campaign for its ‘Single Shoe Service’ in Israel. The service offers a 50 percent discount to customers who require only one shoe due to limb differences or amputations. The controversy centers on the campaign’s featured individual, Shalev Biton, a retired Israeli soldier who lost his leg in 2021 during military operations near Gaza. Critics, including human rights activists and pro-Palestinian groups, argue that using a military veteran to promote a disability-accessibility initiative is insensitive amid the ongoing conflict in Gaza. Activists have pointed to World Health Organization estimates indicating that over 5,000 Palestinians have suffered traumatic limb amputations since October 2023. Spanish actor Javier Bardem has intensified the criticism by publicly calling for a boycott. Using social media to share content from pro-Palestinian organizations, Bardem stated, “Adidas chose a man with blood on his hands,” and encouraged followers to stop purchasing the brand’s products. In response to the criticism, Adidas issued an apology, stating that the promotional materials were part of a ‘local activation by its Israeli team’ rather than a global campaign. The company clarified, “We recognize that an image used in a recent local activation has raised concerns and strong reactions. It was never our intent to offend, and we apologize for anyone affected.” The controversy has since expanded to impact the brand’s collaborations. Following the release of promotional material for the ‘Adidas Originals by Jennie’ collection, fans of the K-pop star have utilized the hashtag #BoycottAdidas, demanding that Jennie sever her ties with the manufacturer. ## Claims - Shalev Biton is a former Israel Defense Forces soldier who lost a leg in 2021. (corroborated by 13 sources) - The Single Shoe Service allows customers with limb differences to purchase one shoe at half the price of a pair. (corroborated by 13 sources) - Adidas issued an apology following backlash over an advertising campaign featuring a former Israeli soldier. (corroborated by 12 sources) - More than 5,000 traumatic amputations have been recorded in Gaza since October 2023. (corroborated by 11 sources) - Spanish actor Javier Bardem has called for a boycott of Adidas. (corroborated by 10 sources) - The campaign featuring Shalev Biton was a local activation by the Israeli team and not part of a global campaign. (corroborated by 9 sources) - PACBI coordinator Stephanie Westbrook described the campaign as an insult to Palestinians. (corroborated by 3 sources) - Adidas previously withdrew a campaign featuring Bella Hadid in 2024. (corroborated by 3 sources) ## Timeline ### 2026-09-09: Javier Bardem calls for Adidas boycott over controversial ad Spanish actor Javier Bardem has called for a boycott of Adidas, criticizing the brand for featuring a former Israeli soldier in a recent advertising campaign. 2 sources. https://clstr.news/cluster/javier-bardem-calls-for-adidas-boycott-over-controversial-ad ### 2026-09-09: Adidas apologizes after Israeli campaign sparks global boycott Adidas apologized after an Israeli campaign featuring a former soldier sparked global boycott calls, which have now extended to Blackpink’s Jennie amid her new Adidas design collaboration. 7 sources. https://clstr.news/cluster/adidas-apologizes-for-israel-campaign-amid-jennie-boycott-calls ### 2026-09-06: Adidas apologizes after Israeli ad campaign featuring former soldier sparks boycott calls Adidas apologized after an Israeli campaign featuring former IDF soldier Shalev Biton sparked boycott calls and criticism regarding the sensitivity of the ad amid the amputation crisis in Gaza. 21 sources. https://clstr.news/cluster/adidas-faces-boycott-calls-over-israeli-soldier-advertisement ### 2026-09-04: Adidas faces boycott calls over Israeli soldier in shoe campaign Adidas faces global boycott calls after featuring former Israeli soldier Shalev Biton in a campaign for its ‘Single Shoe Service’ in Israel, amid rising amputations in Gaza. 17 sources. https://clstr.news/cluster/adidas-faces-boycott-calls-over-israeli-soldier-featured-in-disability-campaign --- Cite as: Adidas boycott controversy over Israeli campaign. CLSTR, https://clstr.news/situations/adidas-boycott-controversy-over-israeli-campaign