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Adidas faces boycott calls over campaign featuring former Israeli soldier
Sportswear giant Adidas is facing criticism and boycott calls for featuring a former Israeli army soldier, Shalev Biton, in an advertising campaign for its single-shoe service for amputees. Activists, including the Palestinian Campaign for the Academic and Cultural Boycott of Israel (PACBI), termed the advertisement “an absolute affront to Palestinians,” citing that over 5,000 Palestinians in Gaza had undergone amputations by early October 2025 due to Israeli attacks. They argue the campaign normalizes Israel’s actions.
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