Caving to BDS
Reebok Pulls Its Logo from Israel's Soccer Kits
Reebok has ordered its Israeli supplier to remove its logo from the national soccer team’s uniforms, just months after signing a sponsorship deal with the Israel Football Association. The move follows mounting BDS boycott pressure, echoing prior withdrawals by Adidas, Puma, and Erreà.
Global sportswear giant Reebok has reportedly instructed its Israeli equipment supplier, MSG Group, to strip the company's logo from the uniforms of Israel's national soccer team, effectively distancing itself amid boycott threats from the Boycott, Divestment, Sanctions (BDS) movement.
The decision, first reported in Hebrew media outlets like Ynet and Mako today, comes just months after Reebok inked a two-year sponsorship deal with the Israel Football Association (IFA) in February 2025, stepping in after Italian firm Erreà abruptly bailed on a similar contract.
The IFA, which oversees Israel's soccer leagues including teams based in Judean and Samarian settlements, has been a BDS flashpoint since 2018, when Adidas ended its sponsorship following a campaign that delivered 16,000 signatures protesting the inclusion of settlement teams as complicit in "occupation."
Puma followed suit in 2023, and Erreà's January 2025 deal lasted barely a month before it cited "unforeseen circumstances" to exit.
BDS activists hailed Reebok's logo removal as a victory, with the group's website urging a full boycott: "Reebok is complicit in Israel's grave crimes... We can do this again."
Palestinian sports advocates, who led the Puma push, called it proof that "boycotts do work."
The IFA fired back in a statement: "We regret that Reebok has chosen to succumb to boycott threats that were completely irrelevant... There are clear laws against boycotts, and we will examine all legal options."
The association vowed to keep the Israeli flag and its emblem on kits, signaling defiance amid Israel's war against Hamas in Gaza.
This isn't Reebok's first brush with controversy, past pullbacks include ending a 2013 deal with rapper Rick Ross over lyrics, but the Israel tie has drawn sharp scrutiny from human rights groups like Business & Human Rights Resource Centre, which in March 2025 pressed Authentic Brands on the sponsorship's ethics, receiving no response.
Reebok, owned by Authentic Brands Group since 2021, hasn't publicly commented.