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🇮🇩 Indonesia /Culture & Society

Javier Bardem Calls for Adidas Boycott Over Use of IDF Veteran in Advertisement

From Republika · () Indonesian

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

At a glance

News Named sources Context piece
  • Javier Bardem called for a boycott of Adidas after the company featured former Israeli soldier Shaliv Biton in an advertisement for shoes for people with disabilities.
  • Pro-Palestinian activists said Biton had taken part in a military operation in Gaza, where he lost a leg in 2021, and criticized Adidas for choosing him as a model.
  • The campaign triggered criticism on social media, including claims about amputations and injuries among Palestinians in Gaza.

“Boycott Adidas,” Spanish actor Javier Bardem wrote on Instagram, joining criticism of the German sportswear brand over its choice of advertising model.

Boycott Adidas.

· Javier BardemBardem posted the call on Instagram after Adidas featured former Israeli soldier Shaliv Biton in its adaptive footwear campaign.

Adidas used Shaliv Biton, a former Israeli soldier, in a global campaign for adaptive shoes, including a promotion launched in Israel. Biton lost one leg during the 2021 war in Gaza. The advertisement video spread widely on social media.

Pro-Palestinian activists, as reported by The New Arab, said Biton had taken part in a military operation in Gaza and should not have been selected for the campaign. His social media profile includes photographs of him holding firearms, as well as images and videos of him with other Israeli soldiers singing and dancing in Gaza.

It may sound like a small thing, but to me it is more than just a shoe. It is a desire for the world we live in to sometimes adapt to us, rather than always requiring us to adapt to it.

· Shaliv BitonBiton wrote the statement in an Instagram post as part of the Adidas campaign.

Biton described the significance of the campaign in an Instagram post: “It may sound like a small thing, but to me it is more than just a shoe. It is a desire for the world we live in to sometimes adapt to us, rather than always requiring us to adapt to it.”

Gaza has the highest per-capita number of amputated children in the world. More than 5,000 amputations have occurred since October 2023 as a result of Israeli attacks, with one of those soldiers selected by Adidas as an advertising model.

· Leyla HamedThe sports journalist criticized Adidas in a post on X.

Sports journalist Leyla Hamed said Adidas should have been more careful in choosing its model. She cited reports of amputations among children in Gaza since October 2023. U.S.-based political commentator Guy Christensen called the advertisement “truly disgusting” and also urged a boycott. The article further cited Humanity & Inclusion and UNICEF figures about severe injuries and amputations in Gaza, although the supplied text ends before the UNICEF information is complete.

It is truly disgusting when you know about the children in Gaza who may never be able to walk again.

· Guy ChristensenThe U.S.-based political commentator criticized the advertisement and called for a boycott.
About this summary

Originally published by Republika in Indonesian. 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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