In a moment when thousands of Palestinian children and adults in Gaza have lost limbs and cannot access prosthetics due to an ongoing blockade, Adidas chose to center its amputee shoe campaign on a former Israeli soldier — a decision that has drawn the fury of activists, authors, and artists worldwide. The advertisement, featuring Shalev Biton running freely in a single shoe, has become a mirror held up to a vast asymmetry of suffering: one man restored to motion, tens of thousands denied even the tools of recovery. What corporations choose to make visible, and whom they choose to humanize, is
Adidas faces boycott calls for featuring Israeli soldier in amputee campaign
Between 5,000-6,000 Palestinians have undergone amputations in Gaza; 42,000 Palestinians sustained life-changing injuries during the two-year conflict, with children comprising a quarter of amputees.