Adidas Campaign Sparks Backlash over Israeli Soldier
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Cairo - Arab Jerusalem: Anger around the German company Adidas has widened after an Israeli propaganda campaign in which Israeli soldier Shalev Peyton, a soldier, appeared, was driven by him during his participation in military operations at the Gaza border. The campaign shifted from a commercial service announcement to political material that provoked a wave of criticism and calls to boycott.
Oscar-winning Spanish actor Javier Bardem has once again demonstrated his unwavering stance on the Palestinian issue. The renowned actor, who frequently speaks out against Israel's attacks on Gaza and the humanitarian crisis in the region, this time strongly criticized the advertising strategy of a global sportswear giant.
Adidas's decision to feature a soldier who lost a leg in the Israeli army as the face of its only shoe service advertising campaign has drawn strong criticism from pro-Palestinian groups and activists. Calls for a boycott of the brand have been made, highlighting the thousands of children in Gaza who have suffered limb loss.
Adidas has been criticized after partnering with former Israeli soldier Shalev Biton in its Single-Shoe Service campaign in Israel aimed at amputees.
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