Ini Iklan AdidasIDF yang Dinilai Kejam dan Memicu Boikot

Senin, 7 September 2026, 19:21 WIB Sumber: Republika

Ukuran:

Gaza 2021, dalam iklan layanan penjualan sepatu di tokonya. Aktivis pro-Palestina dan koordinator BDS menilai iklan tersebut sebagai penghinaan terhadap warga Palestina yang menjadi korban serangan Israel. Mereka menegaskan bahwa kemarahan publik dan kampanye boikot daring seharusnya tidak mengejutkan bagi Adidas.

Poin-Poin Utama

Adidas faced widespread criticism and boycott calls over an ad featuring a former Israeli soldier.
Ad featured former Israeli soldier Shalev Biton, an amputee.
Ad promoted single-shoe sales service for amputees in Adidas stores.
Biton lost his leg during the 2021 Israel-Gaza conflict.
Israel's military operation during that conflict lasted 11 days.
A boycott campaign coordinator called the ad an insult to Palestinians on Sunday, September 6, 2026.
Stephanie Westbrook, sports boycott campaign coordinator for Palestinian Campaign for the Academic and Cultural Boycott of Israel (PACBI), condemned the ad.
Westbrook stated the ad insults Palestinians who lost loved ones or limbs to Israeli attacks.
PACBI is a founding organization of the Boycott, Divestment, and Sanctions (BDS) movement.
Human rights activists and pro-Palestine activists said the backlash should not surprise Adidas.
Adidas is a German sportswear and footwear company.
Biton was shown trying on a shoe in an Israeli store and running outdoors.
Activists described the reaction as spontaneous alongside an online boycott campaign.
The ad was tied to Israel's repeated attacks on the besieged Gaza Strip.
Adidas' campaign centered on its in-store single-shoe service.