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Adidas Draws Boycott Calls After IDF Veteran Appears in Shoe Campaign

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Adidas is facing widespread criticism and boycott calls after IDF veteran Shalev Biton, who lost his leg after being wounded near the Gaza border, appeared in a campaign promoting its Single Shoe service. Social media posts and an American influencer helped spread #BoycottAdidas, attracting large view counts as pro-Palestinian activists attacked Adidas’ choice and the details of his injury circulated.

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