It’s true. And it’s big.

PUMA won’t be renewing its contract with the Israel Football Association (IFA). 

This is a BDS win, a win for Palestinian rights, and a win for people-powered pressure on corporations complicit in grave crimes.

This is also your win. You protested outside PUMA offices and shops. You convinced teams, athletes, artists, and stores to dump PUMA. You filled PUMA’s inbox. You jammed PUMA’s phone lines. You hijacked PUMA’s online presence. You called out PUMA’s hypocrisy. You boycotted PUMA products. You ruffled PUMA’s CEO to the point he inadvertently said “BDS” while talking about the Better Cotton Initiative at last year’s shareholders meeting.

Help us share the news: BDS works!

We’ve demonstrated, once again, that together, via long-term strategic campaigns, we can force even multinational corporations to end their complicity in Israel’s regime of military occupation and apartheid.

Companies and institutions that still support Israeli apartheid and enable Israel’s genocidal war on Gaza are on notice. There will be consequences. We can and will cause reputational damage. And we won’t stop until they fully end complicity.

This boycott win is a bittersweet victory as Israel’s ethnic cleansing of Palestinians continues. But it gives us hope and determination to hold all genocide enablers and apartheid supporters accountable until all Palestinians can live in freedom, justice and equality.

PUMA’s contract with the IFA expires in June 2024. Let’s make sure PUMA ends all complicity in Israeli apartheid.

In solidarity, 

Palestinian Campaign for the Academic and Cultural Boycott of Israel (PACBI)