Adidas has come under fire for including a former Israeli soldier in its latest campaign aimed at supporting amputees, sparking accusations of normalizing military involvement in its branding. Critics argue the partnership undermines the company’s ethical stance, particularly amid ongoing tensions in the region. The backlash has prompted calls for consumers to boycott the brand over what they see as a morally questionable association. The controversy raises questions about corporate responsibility and the boundaries of activism in marketing.
Adidas is facing calls for a boycott after featuring a former Israeli soldier in a campaign for amputees.
