Israeli Soldier Celebration Sparks Boycott Calls
Adidas produced an advertising campaign featuring an Israeli soldier who was injured during the Gaza assault. The company chose Shalev Biton, a former soldier in the Israeli Defense Forces, to participate in promoting their "Single Shoe" product. This move sparked angry reactions worldwide, with a boycott campaign launched alongside comments condemning the neglect of tens of thousands of Palestinian children who lost limbs due to Israeli attacks. Activists, critics, and a trending hashtag called for a boycott. Adidas attempted to justify the action by claiming that the campaign was global and initiated in Europe, but it faced criticism over its ethical standards, especially after withdrawing previous campaigns supporting Palestine due to pressure.
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