BDS co-founder dismisses as ’empty talk’ Adidas apology over Israeli soldier campaign

The Palestinian-led Boycott, Divestment and Sanctions (BDS) movement has dismissed as “empty talk” an apology posted by Adidas over an ad campaign featuring an amputee Israeli soldier, Anadolu reports.

Speaking to Anadolu Agency, BDS co-founder Omar Barghouti said: “The fact that Palestine is home to the highest number of child amputees in the world makes this marketing choice even more obscene; it celebrates the very instrument of that suffering.”

The German sportswear brand has faced growing criticism and calls for a boycott after choosing retired Israeli soldier Shalev Biton as the face of its “single shoe service” campaign.

Critics have called the campaign tone-deaf, saying it ignores the large number of Palestinians who have lost limbs as a result of Israeli attacks on the Gaza Strip.

“It’s no wonder that an immediate and organic global boycott took off,” said Barghouti, a Palestinian human rights activist and recipient of the 2017 Gandhi Peace Award.

“This isn’t Adidas just being tone-deaf or insensitive; it is an absolute affront to the Palestinians whose loved ones have been killed by Israel, and who have lost limbs to Israeli attacks,” he said.

Commenting on Adidas’ apology, which was posted on a regional account rather than through a broader corporate statement, Barghouti said: “Now Adidas is in damage control mode. Their so-called apology is empty talk.

“Those affected by this image are millions of Palestinians living under Israel’s ongoing genocide in Gaza, its illegal military occupation of Palestinian territory, and its decades-long settler-colonial apartheid regime.”

Barghouti said the company’s decision to feature the soldier “normalizes the violence of an occupying army and profits from the normalization of apartheid.”

READ: Adidas apologizes after campaign featuring former Israeli soldier sparks boycott calls

Barghouti called on Adidas to remove the Israeli soldier from all promotional materials and channels immediately and establish a company-wide ethical policy governing partnerships, spokespersons, ambassadors and testimonials.

“Until then, we reiterate our full support for holding Adidas accountable via global boycotts,” he said.

How BDS works

Barghouti said the BDS movement advocates boycotting companies, services and institutions it considers complicit in Israel’s actions against Palestinians, based on clear criteria.

“BDS targets complicity, not identity. It targets institutions, not individuals,” he said.

He said boycotts seek to exert financial pressure on corporations.

“Boycotts apply pressure on corporations, for instance, by speaking their language: profit.

“If a corporation faces financial, legal, or reputational risks due to its complicity in Israel’s crimes, it is more likely to end its involvement, as our long experience proves.”

Barghouti stressed, however, that boycotts are only one part of the movement’s strategy.

“BDS also calls for divestment and other forms of nonviolent pressure as well as lawful, targeted sanctions,” he said.

He said the three strategies — boycotts, divestment and sanctions — are designed to reinforce one another by applying pressure on institutions, corporations and governments.

“With these three tactics we can, and will, achieve our goal of freedom, justice and equality for Palestinians everywhere,” he said.

READ: Adidas faces boycott calls over Israeli veteran in single-shoe campaign