Adidas faces boycott calls over campaign featuring former Israeli soldier

Author: Al Jazeera StaffPublished on: September 6, 2026Country: Israel

Society & Lifestyle

Adidas faces boycott calls over campaign featuring former Israeli soldier

Adidas has faced criticism for featuring former Israeli soldier Shalev Biton in an advertisement for its single-shoe service for amputees. The ad has been described as 'an affront to Palestinians' by a boycott campaign coordinator. Biton lost his leg during the 2021 Israel-Gaza conflict, and human rights activists believe this campaign normalizes Israel's crimes against Palestinians.

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