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Beydoun calls for Adidas boycott over Israeli former soldier campaign
American academic and author Khaled A. Beydoun described Adidas’s use of retired Israeli soldier Shaliv Biton in its campaign as a political choice. Beydoun called for a boycott, saying the company’s apology would not be enough unless the campaign was withdrawn.
American academic and author Khaled A. Beydoun criticized Adidas for featuring retired Israeli soldier Shaliv Biton in an advertising campaign for the company’s “one-shoe” service.
Beydoun, a faculty member at Arizona State University’s Sandra Day O’Connor College of Law, said the choice showed that Adidas had adopted a political stance and aligned itself with Tel Aviv.
Beydoun noted that Gaza has recently been the place where the largest number of children have lost limbs, questioning why Adidas had chosen an Israeli soldier as the face of its campaign instead of highlighting a Palestinian child.
Calls for an Adidas boycott
Beydoun said consumers could wield effective power through their purchasing choices and that people who believed the campaign conflicted with their personal convictions could boycott Adidas.
Calls to boycott Adidas increased on social media after the advertisement was released. Adidas also issued an apology through its Arabic-language Instagram account.
Beydoun said the threat of a boycott had pushed Adidas to apologize several days after the campaign began, but that the apology would not be enough unless the campaign was withdrawn. He also said he expected the company to back down from the campaign if pressure continued.
Arguing that voices against companies and governments supporting Israel should be amplified and boycott calls should continue, Beydoun said consumers could express their opposition in this way.
The toll from the Gaza war, which began on October 8, 2023, includes more than 73,000 Palestinians killed, more than 174,000 people injured and approximately 90 percent of the infrastructure destroyed.
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