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Gaza Amputee Athletes Condemn Adidas Campaign Featuring Israeli Soldier
(MENAFN) Two Palestinian athletes from Gaza who have undergone amputations have criticized global sportswear company Adidas over a promotional campaign featuring a former Israeli soldier, accusing the company of disregarding Palestinian victims while giving prominence to someone involved in Israel’s military actions.
The athletes described the campaign as “a blatant bias toward the Israeli killers and a whitewashing of the crimes of genocide.” They also announced their decision to completely boycott Adidas products, urging athletes and sports communities across Arab and Muslim countries, along with supporters worldwide, to join the boycott and refrain from purchasing the company's products.
The promotional campaign features former Israeli soldier Shalev Biton, who took part in Israel's military offensive against Gaza in 2021. He was selected to appear in a local advertisement for Adidas' Single Shoe service, which was created for people who have lost a limb or require only one shoe.
Under the service, eligible customers can purchase an individual shoe for half the cost of a complete pair, offering an alternative for amputees who do not need footwear for both feet.
The campaign has generated strong criticism in Palestinian, Arab, and international circles, particularly as Gaza continues to face a severe shortage of prosthetic limbs and essential materials required to produce them.
Thousands of Palestinians in Gaza have suffered amputations, making access to prosthetic devices an urgent need. Against this backdrop, the decision to feature a former Israeli soldier in a campaign connected to a service for amputees has intensified criticism of the company and prompted calls for a broader consumer boycott.
The athletes described the campaign as “a blatant bias toward the Israeli killers and a whitewashing of the crimes of genocide.” They also announced their decision to completely boycott Adidas products, urging athletes and sports communities across Arab and Muslim countries, along with supporters worldwide, to join the boycott and refrain from purchasing the company's products.
The promotional campaign features former Israeli soldier Shalev Biton, who took part in Israel's military offensive against Gaza in 2021. He was selected to appear in a local advertisement for Adidas' Single Shoe service, which was created for people who have lost a limb or require only one shoe.
Under the service, eligible customers can purchase an individual shoe for half the cost of a complete pair, offering an alternative for amputees who do not need footwear for both feet.
The campaign has generated strong criticism in Palestinian, Arab, and international circles, particularly as Gaza continues to face a severe shortage of prosthetic limbs and essential materials required to produce them.
Thousands of Palestinians in Gaza have suffered amputations, making access to prosthetic devices an urgent need. Against this backdrop, the decision to feature a former Israeli soldier in a campaign connected to a service for amputees has intensified criticism of the company and prompted calls for a broader consumer boycott.
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