Adidas faces boycott calls over amputee campaign featuring former Israeli soldier

Adidas is facing calls for a boycott after featuring a former Israeli soldier in a campaign promoting its single-shoe service for amputees.

The campaign has drawn criticism over the decision to centre a former member of the Israeli military in advertising for a service addressing the needs of people with limb loss.

Al Jazeera reported the boycott calls on 7 September, but the supplied material does not quantify their scale or establish that a widespread boycott is under way.

Retrieved historical context identifies the featured person as Shalev Biton, who reportedly lost a leg during the 2021 Israel–Gaza conflict. That detail was not included in the supplied report and requires independent verification.

Activists have also criticised reported restrictions on access to medicines, prosthetics and rehabilitation services. Those claims, along with other details about the campaign’s rollout, were not independently established in the supplied material.