Culture

Adidas is facing boycott calls after featuring a former Israeli soldier who lost his leg in Gaza in an ad for its shoe-fitting service, with activists calling it 'an affront to Palestinians.' Fair criticism of tone-deaf marketing, or unfairly politicizing an amputee's story?

A September 2026 Adidas campaign featuring Shalev Biton, a former Israeli soldier who lost his leg in the 2021 Gaza conflict, promoting the brand's single-shoe fitting service has drawn boycott calls — Adidas should pull the ad 100%, Criticism goes too far 0%, Understand both sides 0% (1 vote so far).