The German multinational athletic apparel and footwear corporation Adidas is facing boycott calls and criticism on X after featuring Israeli soldier Shalev Biton in its One Shoe Service campaign.
Biton, who lost his left leg after being critically wounded while serving in Gaza during Israel’s 2021 onslaught features in the campaign promoting Adidas’ initiative for amputees who need only one shoe.
The One Shoe Service allows customers to purchase a single shoe for 50 percent of the price of a pair. Biton said that the initiative was inspired by his own experience after losing his leg and repeatedly having to buy full pairs.
However, the campaign has drawn heavy criticism on the internet with plentiful questions about Adidas’ decision to feature an Israeli soldier while Palestinians in Gaza have suffered widespread injuries and amputations during Israel’s genocide.
One user wrote, “Palestinians are the most maimed people on the face of the Earth but Adidas chose to make their butcher the face of their campaign.”
Another said, “Poor guy lost a leg while committing genocide.”
“I will never buy adidas again,” one person avowed.
Some users also criticised Adidas over its history, with one writing, “My parents both served in WW2 and they wouldn’t have Adidas in the house. A company founded by ardent Nazi brothers who directly worked with Hitler making proper Nazi footwear was a no-go. The company hasn’t changed much.”
Calls for a boycott were repeated across X. “Adidas- get ready for a serious sales drop. Supporting genocidal child killing filth can do that to a company,” one user wrote.
Another posted, “Ah, Germany, Israel, genocide, a wonderful pairing.”
One person promised: “Adidas you will feel the wrath of losing lots of $$$. We will make sure boycotting is even way more than what you think!”
“I boycott all adidas products from here on. Pathethic genocide supporters,” another post read.
One user wrote, “RIP adidas You shouldn’t have recruited a war criminal.”
Another post said, “Adidas chose a nazi to promote their business? that just sounds like ordinary event for a german company.”
“Sick and twisted brand,” another user wrote.
One user also posted, “Retiring my adidas shoes into the garbage can. What would you get a war criminal to model? Did you check his socials for pics of him in his victims’ houses wearing their underwear, adidas?”
Another user questioned the company directly, writing, “Adidas is this true? Are you supporting slaughter of infants and civilians? I will make sure you never ever sell any of your products to anybody in my family or friends, ever again. Unless you publicly ask forgiveness”
Some users also brought up Adidas’ 2024 campaign featuring Palestinian-American model Bella Hadid, which the company removed and revised after criticism over its association with the 1972 Munich Olympics.
“They also removed Bella Hadid from their promotional material when she was advertising and modeling for Adidas’ retro revival two years ago or so, all because she was a Palestinian,” one user wrote.
