Adidas faces growing boycott calls over its new Single Shoe service campaign. The advertisement features Israeli soldier Shaliv Biton.
Pro-Palestine organizations and activists criticize the brand for Biton's involvement in the Gaza conflict. Social media commentators are urging consumers to boycott the German sportswear giant.
Critics label the choice of brand ambassador as insensitive due to the high number of Palestinian casualties and amputees. Sports journalist Leyla Hamed and political commentator Guy Christensen have publicly condemned the campaign.
The controversy presents a significant public relations challenge that could impact brand image and sales in sensitive markets. No market reaction was available at the time of reporting.