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• • Adidas faced widespread criticism and boycott calls for featuring former Israeli soldier Shalev Biton in a shoe ad campaign aimed at amputees.
• • The ad shows Biton trying on shoes in an Israeli store and running outdoors.
• • Biton lost his leg during the 2021 Israel-Gaza conflict, an 11-day Israeli military operation on the besieged enclave.
• • Palestinian Campaign for the Academic and Cultural Boycott of Israel (PACBI) boycott campaign coordinator Stephanie Westbrook called the ad an insult to Palestinians.
• • PACBI is a founding organization of the Boycott, Divestment, and Sanctions (BDS) movement.
• • WHO estimated 5,000 to 6,000 people in Gaza underwent amputations by early October 2025.
• • Israel and Hamas signed a ceasefire agreement in early October 2025.
• • 42,000 Palestinians in Gaza suffered life-changing injuries during the two-year conflict.
• • Israel's blockade continued to prevent humanitarian aid from entering Gaza nearly a year after the ceasefire.
• • Over 1,000 Palestinian athletes were killed during Israel's war on Gaza.
• • Hundreds of football prospects lost limbs and formed an amputee football team.
• • Israel is accused by activists of committing genocide and operating an illegal military occupation over Palestinian territory.
• • Israel is accused of enforcing an apartheid system against Palestinians for decades.
• • The ad campaign promotes Adidas store services for amputees.
• • Critics warn the ad normalizes Israeli crimes against Palestinians without accountability.