Adidas faces boycott calls over ad campaign featuring wounded Israeli veteran

The short version

• Sportswear brand Adidas has triggered boycott calls after featuring former Israeli army soldier Shalev Biton in an advertisement for its amputee shoe service.[Al Jazeera]
• Prominent figures including actor Javier Bardem and authors Susan Abulhawa and Fatima Bhutto joined activists in demanding a boycott of the company.[Al Jazeera]
• Boycott advocates termed the promotion an affront to Palestinians, highlighting World Health Organization estimates of thousands of amputations across Gaza.[Al Jazeera]

Key facts

• Adidas included former Israeli soldier Shalev Biton in an advertising campaign promoting its single-shoe service for amputees.[Al Jazeera]
• Biton lost his leg after being wounded during the 2021 Israel-Gaza conflict.[Al Jazeera]
• PACBI coordinator Stephanie Westbrook labeled the commercial an affront to Palestinians.[Al Jazeera]
• Actor Javier Bardem alongside authors Susan Abulhawa and Fatima Bhutto urged a consumer boycott of Adidas goods.[Al Jazeera]
• The World Health Organization estimates that 5,000 to 6,000 individuals in Gaza underwent amputations as of early October 2025.[Al Jazeera]

Sources

Outlet counts describe coverage, not independent confirmation. Reports may share a wire service or original source.

• Adidas faces boycott calls over campaign featuring former Israeli soldierAl Jazeera