Adidas faces boycott calls over campaign featuring former Israeli soldier

Al Jazeera EnglishState / PublicProgressive17 hr. ago

Adidas has come under pressure to face a potential boycott after using a campaign featuring Shalev Biton, a former Israeli soldier who lost a leg in Gaza. The campaign highlights Adidas' single-shoe service for amputees, but it also draws attention to the fact that over 5,000 Palestinians have also suffered limb loss in the same conflict. Critics argue the campaign may inadvertently highlight the scale of Palestinian casualties while focusing on an Israeli individual, raising concerns about the ethical implications of such marketing strategies.

Bias read (Progressive): The article frames the controversy around Adidas' campaign by emphasizing the Palestinian casualty figures alongside the Israeli soldier's experience, which suggests a left-leaning perspective that prioritizes Palestinian suffering. While the focus is on the company's actions, the emphasis on the 5,

Al Jazeera EnglishState / PublicProgressiveyesterday

Adidas has drawn criticism and boycott calls for including a former Israeli soldier in an advertising campaign for its amputee footwear service. The ad features Shalev Biton, an Israeli soldier who lost his leg during the 2021 Israel-Gaza conflict, showcasing him using the shoes to run. Pro-Palestinian activists argue the campaign is offensive, highlighting the ongoing suffering of Palestinians in Gaza, where over 5,000 have undergone amputations due to Israeli attacks. Activist Stephanie Westbrook from PACBI condemns the ad as normalizing Israeli actions and enabling continued harm. Adidas has not responded to the allegations.

Bias read (Progressive): The article frames the controversy around Adidas' campaign as an affront to Palestinians, emphasizing the broader geopolitical tensions involving Israel and the Palestinian territories. It highlights activist perspectives critical of Israeli actions and portrays the campaign as complicit in legitim化