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Chabad women come together once a year in person. The rest of the time, there’s Instagram.
(JTA) — The first post on Rivky Hertzel’s Instagram account — which she and her husband signed up for last year ahead of a planned move to Zambia — depicts a classic Chabad activity: a mock matzah bake for children that the couple organized in Lusaka, the country’s capital, ahead of last Passover.
But like many Instagram posts, the cheerful photo didn’t exactly tell the whole story:
The kids’ chef hats were made out of paper, their aprons were made out of garbage bags, and their rolling pins were actually the detached handles of toilet plungers — wrapped in Saran Wrap — that Hertzel picked up on the fly at a local store when she realized she was short on baking supplies.
Only after the bake was done did Hertzel, 22, reveal the origins of the “rolling pins.” Much to her relief, the kids’ parents had a good laugh about it.
And months later, in a “Throwback Thursday” post, Hertzel shared a photo of the deconstructed toilet plungers themselves. The red ends of the plungers sat in rows next to the separated handles.
“What do you think we used the plungers for?” she wrote. One viewer responded, “Moshe’s staff.” Another wrote, “As a plunger:).” She then revealed that they were rolling pins, to her followers’ delight.
“I have friends in Alaska and in New York and anywhere else, and I think they were excited and kind of inspired by that,” Hertzel told the Jewish Telegraphic Agency. “When you’re living in New York, what are you thinking about Jewish kids in Africa? No one’s thinking about it. They were inspired by the lengths that we were willing to go to make a special Jewish experience for kids.”
Hertzel’s experience is an example of the increasingly significant and versatile role Instagram is playing in the lives of Chabad’s women emissaries, known as shluchos. Nearly 4,000 shluchos gathered this past weekend for a conference that concluded with a massive gala dinner at a New Jersey convention center. But during the rest of the year, many of the emissaries live without a robust local Orthodox support system, often taking the lead in organizing Jewish activities in far-flung locales with few, if any, other observant Jews.
To fill that gap, some have turned to Instagram as a vehicle to document both their work and personal lives. And as a younger generation of emissaries begins taking up posts around the world, the way they portray their Jewish outreach cuts across Instagram’s many vibes. Some stick to curating a beautiful photo grid, while others use the platform to broadcast the messier parts of raising a family while running a Jewish community. Some keep their accounts private, viewing social media primarily as a way to reach friends and relatives across the globe.
“There’s so many wonderful, beautiful things that social media can be used for,” said Chavie Bruk, the Chabad emissary in Bozeman, Montana. “The more we can talk about the day-to-day struggles and the day-to-day life and the not-glorified part about being a shlucha, I feel like it just creates community and comfort and support.”
Bruk, 38, has been on Instagram for about 10 years, and started using it regularly about three years ago. Her Instagram is a combination of colorful family photos on the permanent grid, and front-camera facing 24-hour stories where she “doesn’t sugarcoat things” about her life as parent to five adopted children, one of whom is Black and another has a seizure disorder, living in a mostly rural state with only 5,000 Jews.
On Wednesday, she posted a story about a blockage in the septic tank of her house, which is not connected to the city sewer system.
“This has been two days of trying to figure out where is the blockage and they cannot figure it out,” Bruk says in the video. “And we’ve tried everything. Which means we haven’t really been able to use a lot of water in the house. So now it means that we have to get a backhoe. We’re very lucky that our neighbor has one. So Montana!”
Until the blockage is found, Bruk says in the video, her family has to limit their consumption of water.
“I show up how I am,” Bruk told JTA. “Just because you’re doing something really awesome and just because you even love what you’re doing, doesn’t mean it’s not going to be hard.”
She added, “My parents’ generation, there wasn’t room for that. There wasn’t room for expressing hardship. I think [in] that generation, the shluchos were looked at as superhuman. They just were able to pull it all off without their hair being ruffled… We need to embrace that and really be like, ‘You know what? No. We’re shluchos, we do amazing things. We do things that are superhuman, but we’re not superhuman.’”
Other emissaries use Instagram as a way to broadcast a fashionable version of themselves in an effort to connect with young Jews. Emunah Wircberg, 31, a shlucha and director of a Philadelphia art gallery called Old City Jewish Arts Center, is also a fashion blogger. Wircberg and her husband Zalman primarily serve Jews in their 20s and 30s, and they usually meet at the gallery for art-themed social events, networking opportunities and chic Shabbat dinners.
Wirchberg’s Instagram is largely beige, black and white, showing off her modest style of silky skirts layered with chunky knits, oversized blazers and coats, and a variety of wide brim hats, all with a loose silhouette. Some of the photos are shot in Philadelphia and others are taken in Israel, posing in front of the iconic Jerusalem stone.
Wircberg also posts stylized pictures of her family life and Jewish ritual, such as shots of her family’s Purim costumes, Hanukkah and pre-Shabbat candle lighting. Some of them are inflected with Chabad teachings, including references to Chaya Mushka Schneerson, the wife of Rabbi Menachem Mendel Schneerson, the late Chabad leader known as the Rebbe.
Emunah Wircberg is a Chabad emissary and a modest fashion blogger. (Screenshots via Instagram)
With 20,000 followers, Wircberg’s friends have asked her why she doesn’t try to monetize the page, though she does include links to donate to local Jewish institutions. “I view my Instagram as part of my shluchos, so I don’t want it to be a place where I’m trying to make money,” she said.
Wircberg also posts videos of her Shabbat cooking — recounting one time when she accidentally used an unkosher mustard for a chicken that she had to throw out — and shares artist-centered events and other activities.
Wirchberg said she appreciates “every opportunity that you have to show your life as a shlucha, Chabad Hasidic woman.” She added, “Showing that to the world and showing that to your followers and connecting with them in that way is actually a really cool, great channel to be able to do that.”
Other shluchos shy away from using Instagram as a public platform. For Esther Hecht, the 26-year-old emissary in Auckland, New Zealand, making phone calls to her friends and family in England and the United States often feels like an impossible task — a distaste that, polling shows, she shares with other members of her generation.
Instead, she finds the asynchronous nature of social media to be a helpful alternative when it comes to catching up with people.
At the conference, in between speaking at the podium in front of the nearly 4,000 guests, she found herself handing out her phone to exchange social media handles. Asked why she focuses on the platforms, she said, “It keeps me connected.”
Esther Hecht, the shlucha for Auckland, New Zealand, speaks at the annual conference for Chabad women emissaries. (Courtesy of Chabad)
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In Congress, a measure to tighten U.S.-Israel military ties sparks backlash on both sides of the aisle
Next year’s National Defense Authorization Act has made its way to the House floor, and has some Democrats and conservatives alike rallying against a provision that critics in Congress say would embroil the U.S. in unprecedented levels of military integration with Israel.
The measure, Section 224 of the House Armed Services Committee’s version of the National Defense Authorization Act, was advanced by Chairman Mike Rogers, R-Ala., and ranking member Adam Smith, D-Wash., as part of the committee’s annual defense bill. If enacted, it would establish a framework for expanded U.S.-Israel defense cooperation. An official designated by the Pentagon would be responsible for coordinating collaboration with Israel on technologies ranging from missile defense and drones to artificial intelligence, cybersecurity and biotechnology. The provision also encourages joint research projects, shared manufacturing arrangements, military training exercises, and closer cooperation between American and Israeli defense companies.
While the proposal has generated controversy in its own right, it is also fueling a broader conversation about what the U.S.-Israel defense relationship should look like after 2028, when the current 10-year memorandum of understanding governing American military assistance to Israel expires.
The United States has provided military assistance to Israel since 1960, but since 1998, the bulk of that aid has been directed by a series of such memoranda negotiated between the two countries. Congress must still approve the funds annually, but lawmakers have historically funded the agreements as negotiated.
But in recent months, Israeli Prime Minister Benjamin Netanyahu has made clear that he does not wish to renew the 2016 MOU to its full extent, stating that he hopes to “taper off” U.S. aid over the next decade and wishes to focus instead on a more collaborative defense relationship.
His comments come as public support for Israel has declined in the United States and military aid has come under increasing political scrutiny, with many Democrats and some Republicans calling to reduce or cut off assistance. An April Pew Research Center survey found that 60% of Americans hold an unfavorable view of Israel, up from 53% a year earlier. Negative views have risen among both Democrats and Republicans, particularly among younger generations. Today, 57% of Republicans and 84% of Democrats ages 18 to 49 have an unfavorable view according to the Pew survey.
Rachel Brandenburg, managing director and senior policy analyst at the Israel Policy Forum, said Israeli leaders are likely aware that future aid packages could face greater scrutiny from both Democrats and an increasingly isolationist wing of the Republican Party, a factor that helps explain the Israeli interest in reducing its reliance on U.S. aid. At the same time, she said, Israel’s increasingly sophisticated defense industry and strong economy have made it less reliant on American financing than in the past.
Against that backdrop, supporters of Section 224 argue that deeper cooperation could help lay the groundwork for a future relationship based on mutual benefits.
“The United States has more to gain by harnessing Israel’s defense tech ecosystem, their innovative capabilities,” Brandenburg said. “Their economy is strong, so there’s quite a bit that they could be buying with their own dollars.”
Michael O’Hanlon, the Chair in Defense and Strategy and director of research in the Foreign Policy program at the Brookings Institution, told the Forward he believes the concerns that Section 224 would integrate the U.S.-Israel defense relationship to unprecedented levels are overblown. “My overall sense is that this would move the US-Israel relationship in the direction of AUKUS,” he said, referring to an existing trilateral security partnership between Australia, the United Kingdom and the United States.
“In theory, it shouldn’t really be needed because collaboration is already close,” he explained. “In practice, this kind of provision might help cut through bureaucratic red tape and speed up collaborations. But on balance, I don’t expect huge change because the partnership is already very tight.”
Critics, however, see the proposal very differently.
Its opponents worry that if the U.S. and Israel move away from a military-aid relationship and toward a more collaborative partnership, large parts of the U.S.-Israel defense relationship will be harder to scrutinize or limit. Instead of debating aid packages, lawmakers could find themselves dealing with defense projects that are already built into Pentagon programs and contracts.
“It’s taking one program that’s become unpopular and turning it into another program that those who would disapprove of an intensified U.S.-Israeli defense relationship won’t really know about,” said Steven Simon, a senior research fellow at the Quincy Institute.
If combined with Israel’s stated desire to reduce its reliance on aid and other efforts to deepen defense cooperation, Simon says Section 224 could produce a relationship that is “much more integrated, immutable, and immune to political pressures than has ever existed.”
Similar concerns have been raised by lawmakers on the left.
Sen. Bernie Sanders announced Monday that he intends to “strongly oppose” the provision, arguing that “Netanyahu is lobbying for Section 224 in the national defense bill, a provision that quietly expands U.S.-Israel military cooperation and weapons development with almost zero oversight.”
Rep. Ro Khanna, a California Democrat, also opposes the provision and introduced an amendment to strike Section 224 during committee markup, stating, “The American people are tired of the arrogance and insolence of Prime Minister Netanyahu telling America what we should do.”
On the right, political figures and commentators have framed the measure as a threat to American sovereignty.
Former representative Marjorie Taylor Greene tied the provision to the recent reports of Israeli espionage against the U.S., stating on X, “The Pentagon raised threat of Israeli spying on the U.S. to the highest level and AIPAC is openly cheering Republicans for section 224 in the NDAA that merges our military with Israel’s military.” Kentucky Representative Thomas Massie — who this week held a hearing premised on the conspiracy theory that Israel intentionally killed U.S. soldiers on the USS Liberty during the Six Day War — pledged to offer a floor amendment to strike the section.
The debate has also been picked up by far-right commentators, including podcaster Alex Jones, who stated: “This is beyond treason. This is absolutely a foreign government merging with us. Israel is now the main threat to the existence of this country.”
Brandenburg pushed back on concerns that the proposal would weaken oversight. Rather than moving cooperation further from public view, the legislation calls for additional reporting to Congress and public disclosure of some forms of existing coordination between the two countries, Brandenburg noted.
“That’s new,” she said, “in the sense of adding the accountability and transparency to these elements of the relationship in ways that didn’t exist previously.”
She also asserts many critics have overstated the significance of Section 224, noting that many of the forms of cooperation described in the legislation — including collaboration on missile defense, cyber security and counter-drone technology — are already taking place.
“Those who want to counter the idea that Israel and the United States should be working together have exaggerated what this legislation is actually saying,” she said. “They are accusing it of things like integrating the U.S. and Israeli militaries, or subjugating the U.S. military to the Israeli military. None of that is actually called for in here.”
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Israel names a street after renowned Yiddish poet Abraham Sutzkever
The Israeli city of Netanya has renamed one of its streets Rechov Avrom Sutzkever (Abraham Sutzkever Street), after the renowned Yiddish poet and Vilna partisan.
The event on June 10 marked an important cultural moment, recognizing the legacy of a poet who devoted his life to Yiddish language and Jewish culture. During his lifetime, Sutzkever was celebrated not only for his poetry, but also for editing the storied Yiddish literary magazine Di goldene keyt (The Golden Chain) for 46 years. His work remains a fixture in the field of Yiddish literature today.
Sutzkever was born in 1913 in the shtetl of Smorgon, in what is now Belarus. During World War I, his family moved to Siberia, where his father, Hertz Sutzkever, died. In 1921, his mother Rayne moved the family to Vilnius, where Sutzkever attended cheder.
Sutzkever survived the Vilna Ghetto. He was a leader of the “Paper Brigade” that rescued Jewish cultural treasures from the Nazis and later became the only Jewish witness called by the Soviets to testify at the Nuremberg Trials.
His poetry chronicled his childhood in Siberia, his life in the Vilna ghetto and his escape to join the Jewish partisans. In 1947 he settled in Palestine, later Israel.
In Israel, he continued to create, publish and preserve Yiddish culture for decades. Yet, despite his immense influence around the world, he remained less known in Israel because he chose to write and fight for the Yiddish language rather than switch to Hebrew.
This is the first time a street in Israel has been named after him. Even Tel Aviv never did so, despite the fact that Sutzkever lived there for many years and the city was once a hotbed of Yiddish cultural activity, due to the influx of Yiddish-speaking immigrants who settled there after the Holocaust.
The street-naming ceremony was attended by the Mayor of Netanya, Avi Slama; representatives of the Lithuanian Embassy; public figures, artists, and members of the family, including Sutzkever’s granddaughter, Hadas Kalderon.
In the past decade, Kalderon has been instrumental in keeping Abraham Sutzkever’s memory alive, most notably through two documentary films: Ver Vet Blaybn? (Who Will Remain?) in 2021, and Black Honey: The Life and Poetry of Avraham Sutzkever in 2018.
Kalderon told me that she was very moved by Netanya’s decision to name the street after her grandfather, in a garden overlooking the Mediterranean Sea. “It was not only a tribute to Sutzkever himself, but also a powerful moment of recognition for Yiddish language and culture within the State of Israel,” she said.
The post Israel names a street after renowned Yiddish poet Abraham Sutzkever appeared first on The Forward.
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At the dawn of the World Cup, the story of the Jews who helped bring soccer to America
When the North American FIFA World Cup starts in Mexico City on June 11, the story will largely be told through the familiar lenses of Lionel Messi, the geography of the 48 participants and three hosts, and — because 75% of the games will be played there — the continuing rise of soccer in the United States. But there is another, less familiar story woven through the tournament: the long, strange and often overlooked history of Jews in North American soccer.

Mostly that’s been in the United States where players and owners have included a larger proportion of Jews than in Canada and Mexico. By my count, no Jewish players have represented Mexico, and only two Jewish men have represented Canada at senior international level and one of them, Tomer Chencinski, only did so once, in a friendly game where Canada lost 2-0 to Belarus in Doha. (Daniel Haber played 5 international games in his career).
For whatever reason, whether more closely linked to Europe, denied entry to other sports, or just arbiters of excellent taste, Jewish Americans have been at the forefront of soccer in the United States for over a century. The first American to play for a major European team was Eddy Hamel for Ajax Amsterdam in 1922. Hamel was a New York-born winger who became a star for Ajax in Amsterdam during the 1920s. An injury forced his retirement in the 1930s and, after the Nazi occupation of the Netherlands, he was deported and murdered at Auschwitz in 1943. His story remains one of the most tragic intersections of Jewish history and world football.
Jews also comprised the largest soccer crowd in America when 46,000 New Yorkers watched Hakoach Vienna play New York All Stars in 1926. That record stood for over 50 years but it also encouraged a number of members of the Hakoach team to emigrate to the US and start a New York team that was a crucial part of the American Soccer League of the era.

Later, in the 1970s, the National American Soccer League — the glitzy NASL — became a success thanks to the glamorous New York Cosmos. As head of Warner Communications, their CEO Steve Ross, born Rechnitz, was the person who brought Pele over and made the league the star-studded affair it became. After Herman Sarkowsky co-founded the Seattle Sounders, the continent was almost ready for football.
When the NASL faded and folded, soccer dwindled as a major sport in the United States. Alan Rothenberg saw an opportunity to revive the sport by hosting the 1994 World Cup and founding the MLS as a reset. As president of the U.S. Soccer Federation and the chief executive of the World Cup USA 1994 organizing committee, he made both of those happen and laid the foundations for the current shape of U.S. soccer.
The success of the MLS was not a foregone conclusion, though; indeed, it barely survived to the millennium. It was founded in 1993 but only started playing in 1996 — losing an estimated $350 million between its founding and 2004. The league initially turned to Don Garber, a former NFL executive, in August 1999 but even he couldn’t turn it around. By late 2001, it looked like the league would fold like its predecessors but it was able to secure new financing from owners Lamar Hunt, Philip Anschutz, and the Kraft family to take on more teams. Over the past 20 years, it has become robust, enjoying the general boom of all things soccer, riding the coattails of the English Premier League.
Without Robert Kraft and Anschutz, Major League Soccer might not exist today. During the league’s precarious early years, the two billionaire owners absorbed enormous losses to keep the fledgling competition alive. Kraft, the owner of the NFL’s New England Patriots, was also a central figure in bringing the 2026 World Cup to North America. As chairman of the United Bid Committee, he played a crucial role in securing the tournament for the United States, Canada and Mexico.
If Kraft represents one side of the Jewish soccer story, Chuck Blazer represents another.
The larger-than-life American soccer executive helped expose corruption inside FIFA, serving as a key witness in the investigations that ultimately toppled some of the most powerful figures in world football. Yet Blazer was a product of the very system he later helped unravel. His spectacular rise and fall remains one of the strangest chapters in soccer history, a tale of luxury apartments, exotic pets and global corruption.
Unlike baseball, basketball or boxing, soccer never became known as a major arena of Jewish achievement in the United States. Perhaps that has been due to the historic lack of status for soccer in the country. Despite the excellence of Yael Averbuch West for the USWNT and a number of Jewish players for the USMNT including Jonathan Bornstein, Benny Feilhaber, Dan Calichman, DeAndre Yedlin, Kyle Beckerman and the maverick Yari Alnutt there have been no soccer equivalents of Sandy Koufax or Hank Greenberg.

The stalwart defender Jeff “Goose” Agoos came closest with 134 international appearances and six more for the U.S. soccer Olympic team. But playing with a mediocre USMNT, he enjoyed few legendary moments. In fact, arguably no professional moments outshone the bizarre story of his 1989 NCAA championship ring in his junior year, the season that he played in the Maccabiah. On Dec. 3 of that year, his Virginia Cavalier team (playing for future USMNT coach Bruce Arena) met the top ranked, undefeated Santa Clara team in a freezing cold stadium in Piscataway, N.J. The teams were still tied 1-1 after FOUR overtimes and, with no penalties on the books, they shared the spoils. It was the third time that two teams shared the championship and has never happened again.
This year’s USMNT squad does include the only Jewish player at this summer’s tournament — reserve goalkeeper Matt Turner. If, as coach Mauricio Pochettino plans, Turner exclusively warms the bench, he will take his place alongside many of America’s notable Jewish soccer figures who have furthered the game, even if not on the field.
The post At the dawn of the World Cup, the story of the Jews who helped bring soccer to America appeared first on The Forward.

