You all know Reebok, right? You've probably owned a shoe or two from there and you may still shop for sportswear from there every now and then. But, maybe not anymore?
The brand has launched a special edition sneaker, branded with the words "Israel 68" on the heel, to be sold on Israel's so-called 68th Independence Day, the day Israel became internationally recognized as an independent state. The shoe will be a one-time celebratory release.
The shoe will be "sold on Independence Day in an auction to take place on the Reebok Facebook page," according to The Jerusalem Post .
"All proceeds from the sale of the shoe will be donated to the organization Crossfit Without Borders which helps people with mental disabilities integrate into the Crossfit community."
What may be a celebration for Israel is a day of grief for Palestinians all around the world – as it marks Nakba (Catastrophe) Day. During the 1948 Palestinian war, 700,000 Palestinians either fled the country or were expelled from their homes, while hundreds of towns and villages were destroyed. When the area became internationally recognized as Israel by the United Nations, Palestinians in that area became refugees in their own hometown, with many others taking refuge in other parts of the Arab world including Lebanon, Jordan, and Syria.
The fact that Reebok went as far as celebrating Israel's founding with its own pair of shoes says a lot. We've all been guilty of consuming products that have factories or funds in Israel, but this isn't just a factory. It's much more than that.
Israel's Independence Day is set to be celebrated on the evening of May 11 this year, as the state uses the Jewish calendar. Nakba Day will be marked on May 15, as it is calculated using the Gregorian calendar.
Update: Reebook has since canceled the release and said it would like to "distance" itself from the shoe.