BDS co-founder rejects Adidas apology over Israeli soldier campaign as 'empty talk'

Omar Barghouti, co-founder of the BDS movement, dismissed Adidas's apology for a marketing campaign featuring an Israeli soldier as 'empty talk,' escalating criticism of the brand. The apology follows backlash over the campaign, which BDS and supporters view as normalizing the Israeli military amid the Gaza conflict. The episode underscores ongoing corporate pressure tactics tied to the Israel-Palestine issue, with potential reputational and market implications for Adidas.