A name linked to an 2021 Israeli–Palestinian outbreak and the ensuing clashes
Adidas faces backlash after an Israel-only campaign featuring Shalev Biton, an ex-soldier who lost a leg, prompts boycott calls amid Gaza war coverage. Adidas says the posters were local to Israel and not a global campaign, while activists accuse the brand of normalising violence. The controversy follows similar criticism of Ralph Lauren’s campaign featuring Gal Gadot.