\u201cIt may sound like a small thing, but to me it’s way beyond a shoe. It is the desire that the world we live in would sometimes adjust itself to us, and not always that we will have to adjust ourselves to it,\u201d Biton wrote in a post on Instagram, promoting Adidas and his collaboration with the brand.<\/p>\n
Biton has posted photos and videos of himself and other Israeli soldiers on Instagram in Gaza, singing and dancing<\/a>. His social media profile also has images of him carrying arms.<\/p>\n Pro-Palestine organisations and activists have called for a boycott of the brand, noting that Biton should not have been used in the campaign, due to his involvement in the bombardment of Gaza.<\/p>\n Sports journalist Leyla Hamed said Adidas should have thought more carefully in their choice of representative.<\/p>\n \u201cGaza has the highest per capita rate of child amputees in the world. More than 5,000 traumatic limb amputations have been estimated since October 2023, as a result of Israeli attacks carried out by soldiers like the one Adidas chose to model for them,\u201d she wrote on X.<\/p>\n US-based political commentator and activist Guy Christensen also commented, writing: \u201cActually disgusting when you know kids in Gaza who might not ever get to walk again\u201d. He further called on others to boycott Adidas.<\/p>\n \u201cThe German sportswear brand Adidas is using Zionist war criminals from the “Israel” army, who lost a foot while invading Gaza, to promote their new single-foot sneakers. More than 4,000 Palestinian children have been amputated by “Israel’s” bombs, but Adidas and other millionaire multinationals ignore them,\u201d another activist wrote on X.<\/p>\n Others said that Adidas had now associated itself with genocide and apartheid.<\/p>\n Earlier this year, the NGO Humanity & Inclusion\u00a0reported<\/a>\u00a0that 70 to 80 percent of those being admitted to the 12 hospitals which were still partially functioning in Gaza had lost limbs or suffered spinal cord injuries.<\/p>\n In 2024, UNICEF estimated in January that around 1,000 children had lost one or both of their legs, equivalent to\u00a010 children losing a limb every day<\/a>\u00a0in Israeli bombardments. That number is believed to be much higher currently.<\/p>\n Due to Israel\u2019s ongoing blockade in the enclave, healthcare workers in Gaza have resorted to making homemade prosthetics as temporary aids to help amputees who have lost limbs in the war until they can access proper prosthetics.<\/p>\n
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