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Adidas Faces Boycott Calls over Israeli Veteran Featured in Campaign
- Adidas is facing boycott calls after featuring Israeli military veteran Shalev Biton, who lost a leg in fighting near Gaza, in its Single Shoe Service campaign aimed at people needing one shoe amid ongoing conflict and humanitarian crises in Gaza.
- Human rights activists criticize Adidas for promoting the service using Biton while many Palestinians, including children, have suffered thousands of traumatic limb amputations and injuries since October 2023, according to WHO reports.
- Adidas defends the Single Shoe Service as a global initiative for accessibility, launched in Europe in January 2026 and later expanded worldwide, developed with organizations to support athletes and consumers with disabilities without political intent.
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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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Coverage Details
Total News Sources17
Leaning Left1Leaning Right6Center0Last UpdatedBias Distribution86% Right
Bias Distribution
- 86% of the sources lean Right
86% Right
14%
R 86%
Factuality
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