Activists Criticise Adidas Campaign Featuring Former Israeli Soldier Adidas is facing criticism and boycott calls after featuring a former Israeli army soldier in an advertising campaign for its single shoe service designed for amputees. Activists have objected to the campaign, which comes amid the humanitarian crisis in Gaza, where more than 5,000 Palestinians have reportedly undergone amputations as a result of Israeli attacks. The advertisement highlights the company’s in store service and features former Israeli soldier Shalev Biton. In the campaign, Biton is shown trying on a shoe at an Adidas store in Israel before wearing it while running outdoors. A coordinator associated with a boycott campaign described the advertisement as an affront to Palestinians on Sunday. Biton lost a leg after suffering injuries during the 2021 Israel Gaza conflict. The conflict saw Israeli forces carry out repeated attacks on the Gaza Strip during an 11 day military assault. Human rights organisations and pro Palestine activists have argued that the backlash against Adidas and the boycott campaign should not be unexpected. They have criticised the company for choosing to feature a former Israeli soldier in its advertising while the conflict in Gaza continues to draw international attention. Boycott campaign coordinator Westbrook also warned about the broader impact of such advertising campaigns. She said they could contribute to the normalisation of Israel’s actions against Palestinians and potentially allow such conduct to continue without accountability. Westbrook said the Adidas campaign features an Israeli soldier whose identity is strongly connected to his military service. She noted that Biton lost his leg after taking part in an Israeli assault on Gaza and served in the military of a state that activists accuse of serious violations against Palestinians. She further pointed to Israel’s military occupation of Palestinian territories and decades of policies that campaigners describe as discriminatory and oppressive toward Palestinians.