Saturday 21 January 2023 saw dozens of protests take place outside PUMA stores and stockists across Britain as part of the global day of action, demanding PUMA finally stops its support for Israeli apartheid, by ending its sponsorship of the Israel Football Association, which advocates for football clubs in illegal Israeli settlements, on stolen Palestinian land.
PUMA’s new CEO, Arne Freundt, has a choice. He can either choose to continue PUMA’s unethical sponsorship of the IFA and cause long-term reputational damage to PUMA’s brand, or listen to Palestinian sports teams and sever the contract.
Alongside physical protests outside PUMA stores and stockists, over 2000 people have emailed PUMA’s CEO, letting him know that they will continue to stand in solidarity with Palestinian teams and support the global boycott PUMA campaign
PUMA is feeling the pressure from the global campaign. The day of action further demonstrated, that as long as PUMA profits from Israeli apartheid, we will continue to escalate our global boycott campaigns.