Adidas has apologized for “offense” caused by an Israeli campaign featuring wounded IDF veteran Shalev Biton, after pro-Palestinian activists launched boycott calls over his participation in a promotion for the company’s Single Shoe service.
“We recognize that an image used in a recent local activation by the local team has raised concerns and strong reactions. It was never our intent to cause offense and we apologize for anyone affected,” Adidas said in a statement from its global headquarters. “We acknowledge the concerns that have been raised and are taking the feedback seriously.”
The company added that it has a “long-standing commitment” to communities across the Middle East and said it would “continue to listen, learn and work to ensure that our actions reflect the inclusive values we stand for.”
The apology followed several days of backlash over Biton’s appearance in the Israeli campaign. Biton, an amputee runner, was among a group of disabled athletes promoting Adidas’ Single Shoe service, which allows customers who need only one shoe to purchase a single shoe rather than a pair.
Boycott calls spread rapidly on social media, with some posts drawing millions of views. Several accounts accused Adidas of featuring an Israeli soldier who had lost his leg while fighting in Gaza during the current war.
Biton, however, lost his leg in 2021, not during the current Gaza war.
He served as a combat soldier in Battalion 931 of the IDF’s Nahal Brigade and was seriously wounded on May 12, 2021, during Operation Guardian of the Walls, when an anti-tank missile fired from Gaza struck a military vehicle on the Israeli side of the border. Staff Sgt. Omer Tabib was killed in the attack.
After several surgeries, Biton’s left leg was amputated. He later underwent rehabilitation and returned to running with a prosthetic limb.
Biton announced his collaboration with Adidas on Instagram on August 26, saying that after returning to running he repeatedly had to buy full pairs of shoes despite using only one. He described the arrival of Single Shoe in Israel as part of a broader effort to make sports more accessible to people with disabilities.
One of the most widely circulated posts against the campaign came from the Land Palestine account on X and drew nearly 4 million views. Other activists circulated images comparing Biton with Palestinian children who lost limbs in Gaza and accused Adidas of ignoring Palestinian amputees.
Before issuing its apology, Adidas stressed that Single Shoe was a global accessibility initiative and had not been developed specifically for Israeli soldiers.
The company said the service launched in Europe in January 2026 and was developed with communities and professional organizations, including the British Paralympic Association.
“We are aware that interpretations in recent days have misrepresented the purpose of the service,” Adidas said in its earlier response. “It is important to clarify that this is a global initiative intended to expand choice and accessibility for athletes and consumers around the world.”
Adidas said Single Shoe is now expanding across Europe, Asia and the Middle East, including the UAE, Palestine, Lebanon, Saudi Arabia, Kuwait, Qatar and Egypt.