Adidas launched a campaign featuring a former Israeli soldier who lost his leg during 2021 fighting in Gaza, prompting boycott calls from activists. Activists criticized the campaign given that over 5,000 Palestinians have faced amputations due to Israeli military operations in Gaza.
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The campaign features a former IDF soldier who lost his leg during fighting in Gaza in May 2021. It is not the sportswear giant's first Israel-related controversy
Activists slam campaign showing soldier while over 5,000 Palestinians faced amputations due to Israeli attacks in Gaza.
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Biton lost his left leg in May 2021 while serving in the IDF’s Nahal Brigade during Operation Guardian of the Walls.
Adidas is facing calls for a boycott after featuring a former Israeli soldier in a campaign for amputees.