What's happened
Adidas faces backlash after an Israel-only campaign featuring Shalev Biton, an ex-soldier who lost a leg, prompts boycott calls amid Gaza war coverage. Adidas says the posters were local to Israel and not a global campaign, while activists accuse the brand of normalising violence. The controversy follows similar criticism of Ralph Lauren’s campaign featuring Gal Gadot.
What's behind the headline?
Analysis
- The ad features a former Israeli soldier, tying disability access to a political context that has drawn international scrutiny.
- Pro-Palestinian groups argue the image endorses a military narrative and ignores Palestinian suffering; supporters counter that the product is about accessibility, not politics.
- This is a test of how brands navigate highly polarized regional conflicts while maintaining global campaigns.
- Look for evolving statements from Adidas and potential policy adjustments as backlash persists.
- Forecast: continued social-media pressure could push Adidas to clarify scope or reconsider local activations in sensitive markets.
How we got here
The controversy centers on Adidas Israel's use of Shalev Biton in posters promoting its Single Shoe service for amputees. Biton lost his leg in 2021 during clashes with Hamas in Gaza. The posters appeared in Israel and are not part of a global campaign. Activists argue the choice highlights occupation forces and ignores Palestinian casualties, while Adidas says the service expands accessibility and is a global initiative.
Our analysis
The Times of Israel reports Adidas Israel says the Single Shoe service is a global initiative and the posters were a local activation; Al Jazeera covers activists’ calls for boycott and frames Biton’s role within Gaza amputee narratives; The Times of Israel also notes Biton’s video and social backlash; Arab News and The New Arab provide broader context on the campaign’s rollout and criticism in multiple markets.
Go deeper
- Will Adidas modify its local activations in Israel or elsewhere?
- How will consumer pressure affect Adidas's global rollout of the Single Shoe service?
- What steps will Adidas take to address Palestinian perspectives in its campaigns?
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