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Adidas faces boycott calls over Israeli soldier in shoe campaign
Adidas is facing widespread calls for a boycott following its decision to feature Shalev Biton, a former Israeli soldier, in a promotional campaign for its ‘Single Shoe Service’ in Israel. The service allows customers with limb differences or amputations to purchase a single shoe at half the price of a pair.
Biton, who lost his left leg in 2021 during military operations near Gaza, shared his personal experience with the service on social media. However, his involvement has sparked intense backlash from human rights activists, pro-Palestinian groups, and social media users. Critics argue that using a military veteran to promote a disability-accessibility initiative is insensitive given the ongoing conflict in Gaza.
According to World Health Organization (WHO) estimates, more than 5,000 traumatic limb amputations have occurred in Gaza since October 2023. Activists have highlighted the contrast between Biton’s campaign and the high rate of amputations among Palestinians, particularly children, in the enclave. The controversy has led to viral videos of protesters discarding Adidas products and renewed scrutiny of the brand’s previous decisions regarding Palestinian-linked figures.
Entities
Adidas · Gaza · Gaza Strip · Israel · Israel Defense Forces · Shalev Biton · UNICEF · World Health Organization
Claims
What the coverage asserts, and how many sources carry each claim.
- [● 15 SOURCES] The campaign features Shalev Biton, a former Israeli soldier who lost his left leg in 2021. independentpress.cc · www.karar.com · www.yenicaggazetesi.com · www.impact.sn · www.konyapostasi.com.tr · +10 more
- [● 15 SOURCES] Adidas launched a service in Israel allowing customers to purchase a single shoe at half the price of a pair. independentpress.cc · www.karar.com · www.yenicaggazetesi.com · www.impact.sn · www.konyapostasi.com.tr · +10 more
- [● 14 SOURCES] Critics and human rights activists have called for a boycott of Adidas due to the campaign's choice of spokesperson. independentpress.cc · www.karar.com · www.yenicaggazetesi.com · www.impact.sn · www.konyapostasi.com.tr · +9 more
- [● 12 SOURCES] More than 5,000 traumatic limb amputations have occurred in Gaza since October 2023. independentpress.cc · www.karar.com · www.yenicaggazetesi.com · www.impact.sn · www.konyapostasi.com.tr · +7 more