Adidas faces boycott calls over campaign featuring former Israeli soldier

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Sportswear giant Adidas has faced criticism and calls for a boycott for featuring a former Israeli army soldier in an advertising campaign for the company’s single-shoe service for amputees.

The Adidas advertisement promoting its in-store service, which shows former Israeli soldier Shalev Biton trying on a shoe at a store in Israel and then wearing it while running outdoors, was termed “an affront to Palestinians” by a boycott campaigns coordinator on Sunday.

Biton perdeu a perna após ser ferido durante o conflito Israel‑Gaza de 2021, quando o exército israelense atacou repetidamente o enclave cercado em um assalto de 11 dias.

Human rights campaigners and pro-Palestine activists say the immediate outrage and online boycott campaign targeted at Adidas should not come as a surprise to the German athletic apparel and footwear company.

Westbrook underlined the danger of such campaigns, which she believes would “normalise Israel’s crimes against Palestinians and allow it to continue to commit them with impunity”.

The World Health Organization estimates that between 5,000 and 6,000 people in Gaza have undergone amputations as of early October 2025, when Israel and Hamas signed a “ceasefire” agreement.

Eles estão entre os 42. 000 palestinos em Gaza que sofreram lesões que mudam a vida durante o conflito de dois anos.

Nearly a year since the ceasefire, conditions remain dire due to Israel’s blockage of humanitarian aid from entering the enclave.

While the advertisement shows the soldier returning to the streets to exercise and run, more than one thousand Palestinian athletes have been killed during Israel’s genocidal war on Gaza.

Centenas de aspirantes a jogadores de futebol perderam membros e formaram equipes de futebol para amputados, encontrando algum alívio no esporte apesar da dor.

These players hold on to football as a means of survival and are trying to reclaim fragments of their former lives despite months of loss, injuries, and widespread destruction.

Spanish actor Javier Bardem was among those calling for a boycott of the sportswear brand. Bardem, who is a vocal pro-Palestine activist, shared several images and videos highlighting the boycott campaign on his social media accounts.

US-Palestinian author Susan Abulhawa, Pakistani author Fatima Bhutto, and Palestinians on social media called for a boycott of Adidas products.

A ativista pelos direitos humanos Westbrook destacou o bloqueio de Israel sobre Gaza, que impede a entrada de medicamentos e próteses na Faixa de Gaza após a destruição israelense das instalações médicas do território.

Crianças representam um quarto de todas as amputações em Gaza nos últimos dois anos, tornando o local o que tem o maior número de amputados infantis por habitante no mundo, de acordo com o International Rescue Committee.

Westbrook said Israel had “decimated the health sector”, causing a severe lack of care and rehabilitation services.

Since the Israeli war on Gaza began in October 2023, reports the United Nations Children’s Fund (UNICEF), 42,000 Palestinians have suffered life-altering injuries, of which 11,000 are children.

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