Adidas Faces Global Backlash Over Israeli Soldier in Campaign
Adidas’s use of an Israeli soldier who lost a leg in the Gaza war in its advertising has sparked a wave of outrage on social media, with some users calling for a boycott of the company.
According to Al Mayadeen, critics say the move comes as thousands of Palestinians, especially children, have been killed in Israeli attacks on the Gaza Strip, and many others have suffered amputations. Users said featuring an Israeli soldier in such a campaign was seen as disregarding the suffering of the victims of the Gaza war.
The person appearing in the advert was identified as Shaliv Biton, a former sniper with the Nahal Brigade. He was wounded when his military vehicle was hit by an anti-tank missile and lost his leg.
The report said criticism of Adidas intensified after his appearance in the campaign was announced on August 26, and the hashtag “Boycott Adidas” spread across social media. At the same time, activists shared images of children in Gaza who have been forced to use crutches after losing their legs.
Guy Christensen, a US influencer with 3.7 million followers on TikTok, also described the advert as “disgusting.” Adidas is one of the world’s best-known brands in clothing and sports equipment, and its advertising campaigns often draw wide international attention.
