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.
The UN’s special adviser on sport for development and peace, and several human rights organisations, have previously called on Fifa to ban the six settlement teams. BDS says that "Puma’s sponsorship brings international legitimacy to the IFA’s actions."
The campaign also highlights the abusive treatment of Palestinian footballers, who it says are routinely attacked, imprisoned and killed, and denied freedom of movement and the right to attend matches.
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.