Boycott Calls Target Adidas Over Campaign Featuring Former Israeli Soldier

Sportswear giant Adidas is facing strong backlash and widespread boycott calls after launching a campaign for its single-shoe service for amputees, which features former Israeli soldier Shalev Biton, who lost a leg during the 2021 assault on Gaza.

Human rights advocates and activists condemned the ad as a direct insult to Palestinians and an attempt to normalize Israeli military actions. They highlighted the contradiction of promoting a veteran from an army accused of severe human rights violations, while WHO estimates indicate thousands of Palestinians in Gaza have undergone limb amputations due to ongoing military attacks.

The boycott movement gained momentum with the support of prominent figures, including Spanish actor Javier Bardem. Activists from the BDS movement emphasized that the campaign overlooks Palestinian suffering and whitewashes actions that have impacted thousands of civilians and athletes.