
AI-generated summary
As a result of Israel's attacks on Gaza, thousands of Palestinians have suffered limb loss and are struggling with food and medicine shortages. While Adidas is a service launcher that sells single shoes for amputee individuals, it chose former Israeli soldier Shalev Biton as the face of this campaign.
While thousands of Palestinians who lost their limbs due to attacks in the Gaza Strip, which was destroyed by ISRAEL, were struggling to survive due to food and medicine shortages, German sportswear giant Adidas made a scandalous choice. Adidas chose former Israeli soldier Shalev Biton to promote the "Single Shoe Service" application in Israel, which allows amputees and people who only need one shoe to buy a single shoe at half the price instead of a pair. Biton announced its collaboration with Adidas on August 26, calling the launch of its single shoe service in Israel “a dream come true.” Biton was seriously injured and lost his left leg when an Israeli army vehicle was hit by an anti-tank missile near the Gaza border in 2021.
Adidas' decision to use a former Israeli soldier as the face of its advertisement, instead of thousands of Palestinians who lost their limbs in Gaza, attracted great reaction.
BOYCOTT CALL
When Biton's advertising images were shared side by side with photographs of Palestinian children who lost their limbs, the boycott movement against Adidas spread rapidly on social media.
While posts accusing the company of ignoring children in Gaza reached millions of views, Palestinian activist Abeer Khatib announced that he would burn all Adidas products he owned. US social media phenomenon Guy Christensen described the company's choice as "disgusting". Adidas, which has not yet made a statement regarding the growing reactions, caused a reaction by removing the famous model Bella Hadid, known for her support for Palestine, from its advertising campaign in 2024.
6 THOUSAND PALESTINIANS REMAINED AMPUTED
According to World Health Organization data, 5-6 thousand Palestinians, including children, suffered limb loss during Israel's attacks on Gaza.
Amputee Israeli soldier Shalev Biton appeared in Adidas' controversial advertisement.
AI outlook — possibilities, not facts
Adidas will end its collaboration with Shalev Biton or change the campaign.
Likely · Within weeks

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