Adidas launches Single Shoe initiative
Adidas Ukrainian stores have launched the Single Shoe initiative, which allows people with lower limb disabilities to buy just one pair of adidas sneakers for half the price. The service has been operating in 22 European countries since January 2026, and is now available in Ukraine, the brand told DTF Magazine. Single Shoe applies to all shoes in all adidas stores, including discount stores. Adidas worked with the community on the initiative, including the British Paralympians and the Harder Than You Think team. The latter produced the documentary Rising Phoenix about the history of the Paralympic movement. About the importance of the initiative The paraathlete community has called on brands to take similar initiatives before. One of the most active speakers about this was British paraathlete and Paralympic champion Steph Reid. Starting in 2024, she publicly called on Nike, PUMA, and adidas to start selling one pair of sneakers each, citing the cost of the shoes — she paid full price, but simply threw away the second pair. According to Reed, Nike offered her exclusive discounts, but for the paraathlete “it was not a solution.” Brand representatives also promised her to “pass the information on to management,” but this did not lead to anything. About other accessibility programs by Adidas The brand produced adaptive basketball uniforms for athletes in wheelchairs and those who play sitting down. Adidas created inclusive designs for the uniforms of athletes at the Olympic and Paralympic Games in Paris 2024. In addition, the brand began preparations to launch adaptive running shoes developed together with people with Down syndrome. About similar initiatives from other brands Nike's One Shoe Bank program, which operates in the United States, allows you to make a free request for shoes once a year. People with one-leg amputees indicate the desired shoe style, color and size, and delivery takes four to six weeks. At the same time, you cannot buy a single sneaker directly from Nike stores.