Adidas has faced online criticism after featuring an Israeli soldier in a campaign promoting its Single Shoe service in Israel. The service allows amputees and people with limb differences to buy only the footwear they need at half price. The campaign featured Shalev Biton, an Israeli soldier who lost a leg during the 2021 Gaza offensive. Critics, including Palestinian-American writer Susan Abulhawa and Pakistani columnist Fatima Bhutto, condemned the campaign and called for a boycott.
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