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Beydoun urges a boycott after Adidas features a retired Israeli soldier
American academic and author Khaled Ali Beydoun described Adidas’s use of retired Israeli soldier Shaliv Biton in its campaign as a political choice. Beydoun said the company’s apology would not be sufficient unless the campaign was withdrawn and urged consumers to boycott Adidas.
Adidas’s use of retired Israeli soldier Shaliv Biton in an advertising campaign for its “one shoe” service drew criticism from American academic and author Khaled Ali Beydoun.
Beydoun, a faculty member at Arizona State University’s Sandra Day O’Connor College of Law, said the choice showed that Adidas had taken a political position and aligned itself with Tel Aviv.
Beydoun urges consumers to boycott Adidas
Stating that Gaza is the place where the greatest number of children have lost limbs in recent history, Beydoun questioned Adidas’s decision to feature an Israeli soldier rather than place a Palestinian child at the center of the campaign.
Beydoun argued that consumers could create an effective force through their purchasing decisions and said those who believed the campaign conflicted with their personal convictions could boycott Adidas.
Beydoun said the threat of a boycott prompted Adidas to issue an apology several days after the campaign began. However, he said the apology would not be sufficient unless the campaign was withdrawn and added that he expected the company to back down if pressure continued.
Adidas issues apology on its Arabic-language account
Calls to boycott Adidas increased on social media after the advertisement was published. The company issued an apology through its Arabic-language Instagram account.
Beydoun also argued that voices opposing companies and governments that support Israel should be amplified and calls for boycotts should continue.
In the Gaza war that began on October 8, 2023, more than 73,000 Palestinians have been killed, more than 174,000 people have been injured and approximately 90 percent of the infrastructure has been destroyed.
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