On the evening of Friday 25 March 2011, the day of the Jerusalem Marathon whose major sponsor is Adidas, BDS activists held their own race against Israeli Apartheid inside the Adidas flagship store on London’s Oxford Street.

This is the first of many actions that will bring Adidas’s shameful sponsorship of a marathon that promotes a municipality that is actively involved in ethnic cleansing of Palestinians, demolition of houses and destruction of people and property into the public spotlight.

The runners attracted attention from shop staff, customers and the general public and distributed fl