Calls to Boycott Adidas Over Soldier Campaign

Adidas launched an advertising campaign featuring a former Israeli soldier who lost his leg during the 2021 Gaza offensive. In the ad, he is shown using a pair of sneakers in a store before running out wearing them. The campaign sparked widespread anger and calls for its boycott, as human rights activists and supporters of the Palestinian cause considered it an insult to Palestinians who lost loved ones and limbs as a result of Israeli aggression, as well as to the ongoing destruction of Gaza's healthcare sector and the blockade preventing the entry of prosthetic limbs. There are approximately 5,000 to 6,000 Palestinians with amputations in Gaza. Many supporting the Palestinian cause are participating in the boycott campaign, criticizing the use of the soldier's amputated image in a commercial context, which is viewed as a normalization of Israeli crimes.

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