Sport
Adidas faces boycott calls over Israeli soldier amputee campaign
Image credit: Shehab Wire (EN)
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Sportswear giant Adidas sparked widespread anger and calls for consumer boycotts after launching an advertising campaign to promote its custom "single shoe" service designed for amputees, according to Shehab Wire. The promotional materials featured a former soldier from the Israeli occupation army, drawing sharp criticism from observers who objected to the company's choice of spokesperson for the initiative.
The backlash highlights broader sensitivities around corporate messaging and brand associations during the conflict. Social media users and activist groups have called on consumers to abandon the company over the campaign, which they view as celebratory of Israeli military personnel.
