Amputee activist and public figure cited in recent backlash over Adidas campaign; known for single-shoe service advocacy and social media posts surrounding Gaza-related discussions.
Adidas Israel’s Single Shoe service advertising featuring Shalev Biton has sparked criticism from pro-Palestinian activists and boycott calls. Adidas says the posters were a local initiative in Israel, not a global campaign, and apologizes for offense. Biton, a former IDF soldier who lost a leg in 2021, says the service expands accessibility and is global in reach.