Adidas faces boycott calls over promotion featuring former IDF soldier

Sportswear giant Adidas is facing a wave of criticism and boycott calls from pro-Palestinian activists following a promotional video featuring Shalev Biton, a former IDF soldier. Biton, who lost his leg in 2021, appeared in the advertisement to promote an Adidas service that provides single shoes for individuals with disabilities. According to the Times of Israel, activists have targeted the company with claims alleging his involvement in the war in Gaza, despite the fact that Biton’s injury occurred in 2021, well before the current conflict. Adidas has not yet issued an official response to the campaign.