Adidas Boycott Calls Over Israeli Soldier in Amputee Campaign

A global sportswear brand, seeking to promote a service for amputees, chose a former Israeli soldier wounded in Gaza as its face — while its own campaign materials noted that more than 5,000 Palestinians have lost limbs in the same conflict. The collision between spokesperson and statistic has ignited boycott calls, reminding us that in moments of collective suffering, the question of whose story is centered is never merely a marketing decision. Corporate gestures toward inclusivity, when they brush against open wounds of war, can become wounds themselves.