Tel aviv: The Palestinian-led Boycott, Divestment and Sanctions (BDS) movement has labeled the apology by Adidas regarding an ad campaign featuring an amputee Israeli soldier as 'empty talk'. The campaign, which has faced mounting criticism, has been called tone-deaf by critics for ignoring the plight of Palestinian amputees.

According to Anadolu Agency, Omar Barghouti, the co-founder of BDS, pointed out that Palestine has the highest number of child amputees in the world, making Adidas' marketing decision particularly egregious. Barghouti emphasized that the campaign celebrates the very instrument of suffering for many Palestinians.

German sportswear giant Adidas has been urged to reconsider its decision to feature retired Israeli soldier Shalev Biton in its 'single shoe service' campaign. Critics argue that this choice disregards the significant number of Palestinians who have lost limbs due to Israeli military actions in the Gaza Strip.

Barghouti, a prominent Palestinian human rights activist, stated, "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 criticized the apology issued by Adidas for being regional and not a broader corporate statement, dismissing it as ineffective damage control.

Barghouti further commented that the campaign normalizes the violence of the Israeli army and profits from the normalization of apartheid. He urged Adidas to immediately remove the Israeli soldier from all promotional materials and to establish a company-wide ethical policy governing partnerships and endorsements.

In discussing the BDS movement's strategy, Barghouti explained that it targets institutions complicit in Israel's actions against Palestinians. The movement uses boycotts, divestment, and sanctions to apply financial pressure on corporations, aiming to end their involvement in what BDS considers Israel's crimes.

Barghouti concluded by stressing the interconnectedness of the movement's tactics, asserting that they are essential for achieving freedom, justice, and equality for Palestinians globally. The BDS movement remains committed to holding corporations like Adidas accountable through global boycotts.