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Adidas boycott controversy over Israeli campaign

Updated 6 times since CLSTR started tracking revisions of this situation.

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2026-09-09 06:05 UTC → 2026-09-09 23:47 UTC · added removed

Adidas has faced international backlash and calls for a boycott following a promotional campaign for its ‘Single Shoe Service’ in Israel. The service offers a 50 percent discount to customers who require only one shoe due to limb differences or amputations. The controversy centers on the campaign’s featured individual, Shalev Biton, a retired Israeli soldier who lost his leg in 2021 during military operations near Gaza. Critics, including human rights activists and pro-Palestinian groups, argue that using a military veteran to promote a disability-accessibility initiative is insensitive amid the ongoing conflict in Gaza. Activists have pointed to World Health Organization estimates indicating that over 5,000 Palestinians have suffered traumatic limb amputations since October 2023. Spanish actor Javier Bardem has intensified the criticism by publicly calling for a boycott. Using social media to share content from pro-Palestinian organizations, Bardem stated, “Adidas chose a man with blood on his hands,” and encouraged followers to stop purchasing the brand’s products. This follows previous instances where Bardem avoided Adidas-sponsored apparel to distance himself from the company. In response to the criticism, Adidas issued an apology, stating that the promotional materials were part of a ‘local activation by its Israeli team’ rather than a global campaign. The company clarified clarified, “We recognize that it did not intend to cause offense an image used in a recent local activation has raised concerns and is reviewing feedback strong reactions. It was never our intent to ensure future actions align with its inclusive values. offend, and we apologize for anyone affected.” The controversy has since expanded to impact the brand’s collaborations. Following the release of promotional material for the ‘Adidas Originals by Jennie’ collection, fans of the K-pop star have utilized the hashtag #BoycottAdidas, demanding that Jennie sever her ties with the manufacturer.

Versions

  1. 2026-09-09 23:47 UTC Adidas boycott controversy over Israeli campaign
  2. 2026-09-09 06:05 UTC Adidas boycott controversy over Israeli campaign
  3. 2026-09-09 03:29 UTC Adidas boycott controversy over Israeli campaign
  4. 2026-09-08 12:14 UTC Adidas boycott controversy over Israeli campaign
  5. 2026-09-08 05:02 UTC Adidas boycott controversy over Israeli campaign
  6. 2026-09-07 08:13 UTC Adidas boycott controversy over Israeli campaign
  7. 2026-09-06 23:26 UTC Adidas boycott controversy over Israeli campaign

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