The #BoycottPuma campaign was launched by Palestinian athletes in 2018 after 200 Palestinian sports clubs sent a letter to the company urging it to end its sponsorship of the Israel Football Association (IFA). The IFA includes teams based in illegal Israeli settlements on Palestinian territories. BDS says that "Puma’s sponsorship brings international legitimacy to the IFA’s actions."
The campaign highlights the abusive treatment of Palestinian footballers, who it says are routinely attacked, imprisoned and killed. For example BDS says that Israeli forces shot and killed 18-year-old footballer Thaer Yazouri in May 2022.
In July 2018, Adidas announced that it would no longer be sponsoring the IFA, following an international campaign and a petition of over 16,000 signatures. BDS calls on Puma to follow suit.
On 21 January 2023, Global Puma Day of Action, 235 Palestinian sports team endorsed the campaign and activists worldwide staged protests, including at Puma stores.