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Adidas Faces Boycott Threat Over Promotion Featuring Former IDF Soldier Who Lost Leg in 2021

From Times of Israel · () English

Translated from English and summarized by DistantNews. Read the original for the full story.

At a glance

News Sources not specified Context piece
  • Pro-Palestinian activists are calling for a boycott of Adidas over a promotion featuring Shalev Biton, a former IDF soldier who lost a leg in 2021.
  • The campaign followed Biton’s video praising Adidas’ single-shoe service for customers who need only one shoe.
  • The article says false claims circulated that Biton participated in genocide in Gaza.

Adidas is facing calls for a boycott after featuring Shalev Biton, a former Israel Defense Forces soldier who lost a leg in 2021, in a promotion for its single-shoe service.

Biton posted a video praising the service, which provides footwear for customers who need only one shoe. The promotion drew anger from pro-Palestinian activists.

The backlash also included false claims that Biton had participated in genocide in Gaza. The controversy has placed the sportswear company’s promotion at the center of a wider political dispute.

About this summary

Originally published by Times of Israel in English. Translated, summarized, and contextualized automatically by DistantNews, with a note on how the source frames the story. Not individually reviewed before publishing. How this works.

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