Adidas is under pressure from boycott campaigners after featuring former Israeli soldier Shalev Biton — who lost a leg during the 2021 Israeli military assault on Gaza — in an advertisement for its single-shoe service for amputees. Activists, including a coordinator for PACBI (the Palestinian Campaign for the Academic and Cultural Boycott of Israel, a founding member of the broader BDS movement), condemned the campaign as "an affront to Palestinians", noting that between 5,000 and 6,000 people in Gaza have undergone amputations since October 2023, with children accounting for a quarter of all cases. Adidas has not publicly responded to the criticism, while public figures including Spanish actor Javier Bardem and authors Susan Abulhawa and Fatima Bhutto have amplified calls to boycott the brand.