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Gaza Amputees Question Adidas Campaign Featuring Former Israeli Soldier
(MENAFN) An Adidas advertising campaign featuring a former Israeli soldier who lost a leg has drawn criticism from Palestinian amputees in Gaza, who say it highlights a sharp disparity between the treatment of Israeli and Palestinian people living with limb loss.
The campaign promotes Adidas’ “Single Shoe” service, which allows amputees and others who need only one shoe to purchase footwear individually. Former Israeli soldier Shalev Biton was featured in the promotional campaign.
Meanwhile, thousands of Palestinians in Gaza who have lost limbs during Israeli attacks continue to face severe difficulties accessing prosthetic devices, replacement components and rehabilitation services.
The campaign has sparked frustration among amputees in the enclave, who question the decision to feature a former Israeli soldier while Palestinians injured during the war remain unable to access essential support.
‘How Can Adidas Do This?’
Fourteen-year-old Omar Haliwa lost a leg in an Israeli strike while he was heading to collect water. Several members of his family who were accompanying him were killed in the same incident.
“How can Adidas bring an Israeli soldier and put him in an advertisement while we, the wounded of the war in Gaza, are suffering so much?” Haliwa told Anadolu.
He said the injury had completely transformed his life and that efforts to secure an appropriate prosthetic limb had repeatedly been obstructed by shortages of essential materials at prosthetics centers in Gaza.
For Haliwa, the contrast between the services available to a former Israeli soldier and the difficulties faced by Palestinian amputees was particularly distressing.
He called on Adidas to recognize the needs of Palestinian children and young people who have lost limbs during Israeli attacks and to pay greater attention to their struggles.
The campaign promotes Adidas’ “Single Shoe” service, which allows amputees and others who need only one shoe to purchase footwear individually. Former Israeli soldier Shalev Biton was featured in the promotional campaign.
Meanwhile, thousands of Palestinians in Gaza who have lost limbs during Israeli attacks continue to face severe difficulties accessing prosthetic devices, replacement components and rehabilitation services.
The campaign has sparked frustration among amputees in the enclave, who question the decision to feature a former Israeli soldier while Palestinians injured during the war remain unable to access essential support.
‘How Can Adidas Do This?’
Fourteen-year-old Omar Haliwa lost a leg in an Israeli strike while he was heading to collect water. Several members of his family who were accompanying him were killed in the same incident.
“How can Adidas bring an Israeli soldier and put him in an advertisement while we, the wounded of the war in Gaza, are suffering so much?” Haliwa told Anadolu.
He said the injury had completely transformed his life and that efforts to secure an appropriate prosthetic limb had repeatedly been obstructed by shortages of essential materials at prosthetics centers in Gaza.
For Haliwa, the contrast between the services available to a former Israeli soldier and the difficulties faced by Palestinian amputees was particularly distressing.
He called on Adidas to recognize the needs of Palestinian children and young people who have lost limbs during Israeli attacks and to pay greater attention to their struggles.
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