NEW YORK (VINnews) — An Israel Defense Forces veteran who lost his left leg after being critically wounded while serving near Gaza has helped promote a new Adidas program in Israel that allows amputees and others with lower-limb differences to buy a single shoe at half the price of a pair.
The Consulate General of Israel in New York highlighted the story Thursday of Shalev Biton, saying he recently helped launch the initiative with Adidas “to make it possible for amputees to purchase just one shoe, a meaningful project designed to help those who have lost a limb feel seen and understood.” Join our WhatsApp group
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Biton was gravely wounded on May 12, 2021, when an anti-tank missile struck an Israeli military vehicle near the Gaza border during Operation Guardian of the Walls. The attack also killed Sgt. Omer Tabib of the Nahal Brigade’s 931st Battalion. After multiple surgeries, Biton’s left leg was amputated. He later learned to walk with a prosthesis and returned to running.
Like many people with limb loss, Biton said he had long been forced to buy a full pair of running shoes even though he needed only one.
Shalev Biton lost his left leg after being critically wounded while defending Israel in Gaza.
He recently helped launch an initiative with Adidas to make it possible for amputees to purchase just one shoe, a meaningful project designed to help those who have lost a limb feel… pic.twitter.com/zgAMdcRiiW
— Israel in New York (@IsraelinNewYork) September 3, 2026
“It may seem like something small, but for me it’s much more than a shoe,” Biton has said. “It’s the desire that the world we live in sometimes know how to adapt to us, and that it not always be us who have to adapt.”
Under the Israeli program, a customer can purchase one in-stock shoe at Adidas-owned stores, including outlets, for 50 percent of the listed pair price. The company earlier introduced a similar Single Shoe service at its own stores across more than 20 European countries.
Biton announced his involvement in late August, writing that the service fulfilled a personal dream and that “now all that’s left is to run.”
The consulate described Biton’s story as “one of resilience, compassion, and the determination to transform adversity into purpose.”
Beautiful story. A true heart of courage and compassion. May Shalev and Adidas go from strength to strength
Shalev Biton’s story is a powerful reminder that true innovation often comes from directly addressing a specific human need. This isn’t just about a discount; it’s about acknowledging a reality that many face and adapting to it. Businesses thrive when they serve people, and this Adidas initiative shows how a simple change can make a significant difference in someone’s daily life. It’s a practical step that offers dignity and real utility.
Shalev Biton’s story shows how small changes can make a big difference for people. It is a powerful example of dignity, where the world adapts to someone’s specific need rather than forcing them to adapt to its limitations. This is a practical step that helps individuals feel seen and respected.
This is exactly the kind of initiative we need to see more of. Shalev Biton’s work with Adidas shows how individual purpose can drive real change. Our society should adapt to the needs of all its citizens, especially those who have sacrificed so much. True strength comes from making sure everyone can contribute and participate fully. This isn’t just about shoes. It’s about building a nation where every person is seen, valued, and empowered. That is the vision for Israel: a place of innovation, compassion, and practical solutions for everyone.