Палестина бойкот қозғалысы BDS-тен Adidas-қа қатал реакция: «Олардың кешірім сұрауы - бос сөздер»

The use of retired Israeli soldier Shalev Biton, who took part in military operations in the Gaza Strip that caused thousands of civilians to lose their lives and many Palestinians to lose their limbs, as the advertising face of the "single shoe service" campaign by the German sportswear giant Adidas, caused a great global outrage. While boycott calls for the Adidas brand grew like an avalanche, a very harsh statement came from the Boycott Israel Initiative for Palestine (BDS) movement.

Omar Barghouti, a human rights activist of Palestinian origin, winner of the 2017 Gandhi Peace Prize and one of the founders of the BDS movement, made important evaluations about Adidas' controversial advertising campaign. Barghouti reminded that the soldier chosen as the face of the advertisement lost his leg during the massacres in Gaza and that he is a member of an army that still illegally occupies Palestinian lands and implements the apartheid regime.

Attempt to Normalize the Apartheid Regime and Violence

BDS founder Omar Barghouti emphasized that this move by Adidas cannot be dismissed as simple insensitivity or shortsightedness. Barghouti stated that making such an advertisement while the pain of thousands of Palestinians who lost their lives or were disabled as a result of the attacks of the Israeli army is fresh, is a grave insult to the memory and pain of the direct victims.

Barghouti used the following statements in his statement on the subject: "The decision to highlight a soldier from the Israel Defense Forces (IDF), who is responsible for the systematic destruction of Gaza, including the mass maiming and killing of children, is disgusting. This move normalizes the violence committed by the occupation army and is an attempt to profit from the apartheid regime. Considering the fact that Palestine is the geography with the highest number of amputated children in the world, this marketing choice pushes the limits of immorality. This advertisement reflects the great suffering experienced." Оның нақты қайнар көзін дәріптейді»

BDS Founder Barghouti: "Adidas' Apology is Just Damage Control"

Following the global reactions and boycott calls, Barghouti criticized Adidas for publishing an apology message only through its regional social media accounts instead of its main accounts, and stated that the company implemented an insincere crisis management. Claiming that Adidas acted only out of financial concerns, Barghouti said that this situation was a "damage control mode".

Barghouti said, "The large-scale and spontaneous boycott wave supported by the BDS movement forced Adidas, which markets itself as a military hero of the genocidal Israeli army, to step back. However, their so-called 'apology' is just empty talk. If they really want to take a sincere step, they should immediately remove this Israeli soldier from all promotional materials and channels. In addition, a binding and transparent ethical policy should be established throughout the company."

Global Boycott and Economic Pressure on Companies

Referring to the basic working principles of the BDS movement, Omar Barghouti clearly stated that boycotts target not individuals or identities, but directly complicit institutions and companies. Stating that companies take action based on financial risks rather than ethical values, Barghouti drew attention to the importance of economic pressure.

Barghouti, "Our years of experience show that when a company faces the risk of financial, legal or prestige loss due to its complicity in Israel's crimes, it is much more likely to end this complicity. Бойкот BDS стратегияларының бірі ғана. We also engage in legal sanctions, divestment and other peaceful pressure elements. With these three basic tactics, we will definitely achieve our goals of freedom, justice and equality for the Palestinian people." He gave a message of determination by saying.

Barghouti stated that the BDS movement is a global quest for justice under the leadership of Palestinians, and concluded his words by emphasizing that they will continue to put pressure all over the world in order to stop Israel's attacks in Gaza, completely lift the blockade and eliminate the apartheid system.