Puma

Puma SE is a global sportswear manufacturer that has been involved in violations of international law and human rights through its business operations connected to Israel. Puma is a target for boycott.

Puma, through its exclusive licensee in Israel, Al Srad Ltd. (a subsidiary of the Irani Corporation), has maintained active connections to Israeli settlement activities in occupied territories. The company's operations, both past and present, reflect an implicit policy in the illegal enterprise in the Israeli settlements on Palestinian land.

Cooprate Operations

Al Srad Ltd., Puma’s current exclusive licensee, owns Factory 54, which includes an outlet that operates in the "no man's land" surrounding occupied East Jerusalem. This area is designated as illegally occupied territory under international law and is part of Israel’s broader settlement expansion initiatives. Such activities contribute to the illegal annexation enterprise.

Previous Operations

Before 2020, Puma’s exclusive licensee was Delta Galil Industries, a company that had a history of operating in Israeli settlements. Delta Galil was listed in the United Nations database of companies involved in illegal settlement activities, further cementing Puma’s indirect association with occupying Palestinian land.

Israel Football Association Sponsorship

As of November 2024 BDS Movement have reported that effective on the December 31, 2024 Puma has ended its sponsorship contract with the Israel Football Association (IFA). A win to the global boycott movement.

Before that Puma served as the main sponsor of the Israel Football Association (IFA), which included teams based in illegal Israeli settlements on occupied Palestinian land. As Puma used to be the IFA's only international sponsor, Puma's support provided international legitimacy to illegal Israeli activities that have been condemned by UN advisors.

Impact on Palestinian Rights

As the sole international sponsor of the Israel Football Association (IFA), Puma provided crucial financial and institutional legitimacy to an organization that operates teams within illegal settlements in occupied Palestinian territory. The IFA's activities directly impact Palestinian athletes by maintaining teams and facilities in settlements that are illegal under international law, supporting a system that restricts Palestinians and their athletes' freedom of movement, limiting their ability to train and compete, and contributing to a sports infrastructure that discriminates against Palestinian players and teams

Sources:

• BDS Movement Boycott Puma
• BDS Movement Puma Swaps One Complicit Israeli Distributor for Another, Maintains Support for Israel’s Violent Land Grabs
• BDS Movement Puma No Longer Sponsors the Israel Football Association. New Sponsor Erreà Is on Notice.
• Who Profits Delta Galil Industries
• Human Rights Watch FIFA Must Take Strong Stance Against Israeli Settlement Clubs
• Human Rights Watch Israel/Palestine: FIFA Sponsoring Games on Seized Land
• The Guardian UN sets out position on Israeli settlement football clubs in letter to Fifa
• OHCHR update of database of all business enterprises involved in the activities detailed in paragraph 96 of the report of the independent international fact-finding mission to investigate the implications of the Israeli settlements on the civil, political, economic, social and cultural rights of the Palestinian people throughout the Occupied Palestinian Territory, including East Jerusalem
• OHCHR Report of the independent international fact-finding mission to investigate the implications of the Israeli settlements on the civil, political, economic, social and cultural rights of the Palestinian people throughout the Occupied Palestinian Territory, including East Jerusalem