Puma announced on Tuesday it will conclude its sponsorship of Israel's national football team in 2024, a decision preceding the attack by Hamas on October 7.
Amid the decision's association with the Israel-Hamas war, a Puma spokesperson cleared the air and clarified that the move was part of the sportswear brand's new "fewer-bigger-better strategy," and aligned with the regular timelines for designing and developing team jerseys.
Additionally, the company stated that the move had been planned since 2022, as contracts for certain teams including Serbia and Israel are set to expire next year.
Puma plans to unveil two newly signed national teams, including a statement team, in the upcoming months.
The War Could’ve Affected Puma’s Decision
The decision, first reported by the Financial Times, comes amid heightened calls for a boycott of Puma by the Palestinian-led Boycott, Divestment and Sanctions (BDS) movement.
The organization had long been advocating against the sportswear company's sponsorship of the Israeli team before the events that took place on October 7.
"The global boycott of PUMA has proven that, with mass mobilization, we can compel corporate giants to end their complicity in war crimes and crimes against humanity," the organization wrote in a follow-up statement.
The boycott appeals have gained momentum and extended to other companies and products in the aftermath of Israel's military offensive in the Gaza Strip following the aforementioned Hamas attack in southern Israel.