Oscar-winning Spanish actor Javier Bardem announced in social media posts that he had joined the boycott of Adidas. Bardem encouraged his followers not to buy the brand’s products.
In the stories section of his social media account, Bardem shared posts by pro-Palestinian organizations and activists criticizing Adidas’s choice for its advertising campaign. The actor also supported calls to sabotage the campaign.
In one post, Bardem wrote, “Adidas chose a man with blood on his hands.” With these words, he criticized the brand’s choice of advertising figure.
The actor also boycotted Adidas during the FIFA World Cup held last summer. Instead of the classic red jersey associated with the Spanish national team, Bardem wore a green jersey.
Bardem, who has expressed support for the Palestinian people, wore a Palestinian scarf at the Emmy Awards and a “No to War” pin at the Goya Awards.
In 2021, Adidas featured in a “one-shoe service” advertisement a soldier who had taken part in attacks on Gaza and lost his leg while serving in the Israeli army. Following the backlash and boycott calls over the advertising campaign, the company issued an official apology.