Adidas faces boycott calls over campaign featuring former Israeli soldier

What the report says

Adidas is facing boycott calls after criticism over an advertising campaign for its single-shoe service for amputees that features former Israeli soldier Shalev Biton. According to Al Jazeera, the campaign shows Biton trying on a shoe in a store in Israel and later running outdoors, prompting activists and pro-Palestine campaigners to describe the ad as offensive in light of the injuries suffered by Palestinians in Gaza.

Al Jazeera reported that boycott advocates argued the commercial was especially insensitive because it centers on a former soldier who lost a leg during the 2021 Israel-Gaza conflict. A representative of the Palestinian Campaign for the Academic and Cultural Boycott of Israel, which is part of the BDS movement, said the ad could normalize Israel’s actions against Palestinians. Spanish actor Javier Bardem, along with other writers and social media users, also called for a boycott of Adidas products.

The backlash comes amid the wider humanitarian and medical crisis in Gaza. Al Jazeera cited figures from the World Health Organization and UNICEF indicating that thousands of Palestinians have undergone amputations or suffered life-changing injuries since the war began in October 2023, with children making up a significant share of those harmed. The report also noted that aid restrictions and damage to medical infrastructure have left Gaza short of prosthetics, rehabilitation and other care, adding context to why the campaign drew such strong reaction.