Israeli soldier selected amid Adidas disability ad controversy

Adidas faced criticism for its advertising campaign that featured a former Israeli soldier, Shalev Peton, to promote the "Single Shoe" initiative, which helps people with disabilities buy one shoe at half price. Peton lost his leg in 2021 while participating in the Israeli war on Gaza. The campaign sparked anger among Palestinians and Arabs, as critics argued that it supported a soldier from the occupying army, which is accused of bombing Gaza and injuring children. It was also reminded that Peton sustained serious injuries and underwent a leg amputation. Adidas had launched this service in Europe before bringing it to Israel and justified it by stating that they consulted with disabled persons' organizations. However, the campaign ignited widespread controversy over the company's support for the Israeli military, especially after it retracted a previous campaign due to pressure from Jewish groups that supported Israel.

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