Gaza
Adidas withdraws ad featuring Israeli soldier after Palestinian backlash
Image credit: Shehab Wire (EN)
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Adidas reversed course on a promotional campaign featuring Israeli soldier Shalev Pyton, who lost a foot, after Palestinian anger and international calls for a boycott, Shehab Wire reported. The advertisement promoted the company's "single shoe" service designed for people who have lost one foot. The spot had drawn Pyton from his recovery to endorse the specialized footwear.
The campaign sparked swift criticism across Palestinian social media platforms and triggered broader boycott demands targeting the German sportswear manufacturer. International observers joined Palestinian activists in condemning the company's choice to feature an Israeli soldier in the campaign. Facing mounting pressure, Adidas decided to pull the advertisement from circulation.
