Hyderabad, Sept. 4 -- 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 Israel's 2021 military assault on the territory.

Taking to Instagram, Biton announced his involvement in the initiative on August 26, saying that his "dream has come true". He said the service was inspired by his own experience of needing only one shoe after losing his left leg.

In his Hebrew-language post, Biton said he had repeatedly been required to buy a full pair of running shoes despite using on...