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Adidas Faces Boycott Calls Over Israeli Soldier Image

9/7/2026

23 4 Full Breakdown

Summary

Story summary

Adidas faces boycott calls after posting Israeli soldier Shalev Biton’s image in its Israeli stores.
Biton lost his left leg in May 2021 during Operation Guardian of the Walls.
World Health Organization estimates over 5,000 traumatic amputations in Gaza since October 2023.
Public figures Javier Bardem, Fatima Bhutto and Abeer Khatib urged a boycott, calling the ad an affront.

History

Historical Context

In 1985 the United Nations backed Artists United Against Apartheid, whose “Sun City” song and album raised over $1 million for anti-apartheid projects and sparked a cultural boycott of the Sun City resort in Bophuthatswana. That successful consumer pressure now informs activists urging a boycott of Adidas for displaying Israeli soldier Shalev Biton, echoing the 1980s anti-apartheid strategy.

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Story summary

Adidas faces boycott calls after posting Israeli soldier Shalev Biton’s image in its Israeli stores.
Biton lost his left leg in May 2021 during Operation Guardian of the Walls.
World Health Organization estimates over 5,000 traumatic amputations in Gaza since October 2023.
Public figures Javier Bardem, Fatima Bhutto and Abeer Khatib urged a boycott, calling the ad an affront.

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