Adidas faces boycott over ad featuring former Israeli soldier

A new public‑relations campaign that features a photograph of an Israeli soldier has drawn sharp criticism from human‑rights activists, who say the imagery is out of step with the humanitarian toll of the ongoing conflict in Gaza. The campaign, launched by a pro‑military advocacy group, depicts the soldier in uniform with a caption intended to highlight security concerns, but activists argue that it fails to acknowledge the scale of civilian suffering. Their objection is underscored by recent medical reports indicating that more than 5,000 Palestinians have undergone amputations as a result of Israeli airstrikes and artillery fire in the densely populated enclave.

Human‑rights organizations and medical NGOs have called for the campaign to be withdrawn, emphasizing that the high number of amputations reflects a broader crisis in Gaza’s health infrastructure, where hospitals are operating under severe shortages of supplies and electricity. The groups contend that any public messaging about the conflict should incorporate the civilian impact, noting that the amputations are part of a larger pattern of injuries and displacement affecting the population. They have urged international bodies to increase monitoring and aid to address the medical needs of those injured, while also calling for a reassessment of public outreach strategies that may appear insensitive to the suffering on the ground.