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Adidas faces backlash over Israeli soldier in one-shoe campaign

German sportswear giant Adidas is facing backlash after featuring Israeli soldier Shalev Biton in a campaign for its One Shoe Service, an initiative allowing customers who need only one shoe to purchase it at half the price of a pair. Biton lost his left leg after being critically wounded while serving in Gaza during Israels Get the latest updates in Hyderabad City News , Technology , Entertainment , Sports , Politics and Top Stories on WhatsApp & Telegram by subscribing to our channels. You can also download our app for Android and iOS .

4 Sep 2026 1:39 pm