Adidas is facing calls for a boycott after launching an advertising campaign that features a former Israeli soldier, activists said.
Campaign critics say the decision to highlight a former member of the Israeli military is deeply insensitive given the scale of casualties in Gaza. Activists point to reports that more than 5,000 Palestinians have endured amputations as a result of Israeli attacks, and say the campaign effectively sidelines the suffering of civilians caught up in the conflict.
Rights groups and advocacy organisations leading the boycott calls have argued the advertisement risks normalising or celebrating individuals connected with a military context while a humanitarian crisis unfolds. They have urged consumers to avoid Adidas products and to press the company to reconsider the campaign and engage with affected communities.
The controversy underscores the reputational risks global brands face when their marketing intersects with highly charged political and humanitarian issues. Observers say corporate decisions about spokespeople and imagery can quickly become focal points for broader debates about accountability and the responsibilities of multinational companies operating in polarized environments.