Boycott Adidas: Brand Faces Backlash Over Ad Featuring Israeli Soldier
September 5, 2026Acclaimed British Broadcaster Nadia Sawalha is calling on us all to “BOYCOTT ADIDAS” after the sports brand launched a service for people with amputations.
One shoe, half the price of a pair. A decent idea, and the kind of thing a brand should be doing. The problem is not the idea, it is who they chose to front it.
Shalev Biton is a former Israeli soldier. He lost a leg during Isr@el’s 2021 assault on Gaza.
Sawalha asks what all of us are thinking: “Is Adidas tone deaf?”
She has taken real professional damage for speaking about Gaza since the start of the genocide in Oct 2023, but standing up for humanity is more important to her than saving her job. RESPECT ✊🏼
Seriously, what was Adidas thinking? UNRWA, the United Nations agency for Palestinian refugees, says Gaza now has the highest number of child amputees per capita anywhere in the world. Not in the region. In the world. And the amputations were in large part caused by Isr@el’s war on Palestinian civilians in Gaza. The mind-boggles!!
Adidas had a choice about whose loss to build a campaign around. They picked a soldier from the army that created tens of thousands of amputees, most of them children.
My take: this is not a tone deaf mistake by a marketing department that did not think it through. It is a decision about who counts as a person worth seeing. Every campaign like this is a small vote on that question, and Adidas has cast theirs.
Clip: @nadiasawalha
#Adidas #fyp #Palestine #BDS #BoycottAdidas #viralpost #highlights #usa #america #freepalestine #america #proisrael #idf #palestinian
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