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Adidas faces boycott calls over campaign linked to Israeli military
Activists say the campaign ignores Gaza amputee shortages as Adidas defends the service as a global accessibility initiative.
- Adidas faces boycott calls after featuring IDF veteran Shalev Biton in a campaign promoting its Single Shoe service in Israel. The German company selected Biton, who lost a leg in a 2021 attack, as the face of the initiative.
- A viral social media post depicted Biton jogging with a prosthesis alongside a Gazan girl wounded in an airstrike, prompting activists to accuse the company of "ignoring amputee children in Gaza." The post garnered tens of thousands of likes and shares.
- Launched in Europe in January 2026, the Single Shoe service allows consumers needing only one shoe—such as amputees—to purchase individually. Adidas developed the initiative with the British Paralympic Association to expand accessibility to sport.
- Defending the initiative, Adidas stated the service was not created specifically for the Israeli market or for IDF veterans, emphasizing it "is important to clarify that this is a global initiative." The company stressed the program's worldwide scope.
- Without addressing the boycott directly, the company noted it is "aware that interpretations in recent days have misrepresented the purpose" of the service. Anti-Israel activists, however, maintain their call for a boycott over Biton's campaign inclusion.
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Adidas has been hit with boycott calls after involving former Israeli soldiers in a campaign. The controversy erupted amid the humanitarian tragedy in Gaza.
Adidas faces global boycott calls over ad featuring wounded IDF veteran
A wave of criticism and calls for a global boycott have turned Adidas into the center of an unprecedented viral storm in recent days. At the heart of the storm is Shalev Biton, who served as a fighter in the Nahal Brigade's 931st Battalion. In 2021, during Operation Guardian of the Walls, he was severely […] The post Adidas faces global boycott calls over ad featuring wounded IDF veteran appeared first on www.israelhayom.com.
·Israel
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Total News Sources30
Leaning Left4Leaning Right6Center1Last UpdatedBias Distribution55% Right
Bias Distribution
- 55% of the sources lean Right
55% Right
L 36%
R 55%
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