“<i>Giving PUMA the boot</i>”–A case study of a contemporary consumer sports boycott

Purpose The purpose of this article is to offer a conceptual assessment contemporary consumer boycott global sports brand. A critical commentary offered the “Boycott PUMA” campaign with an examination positions and motivations different parties involved, specifically PUMA, campaign, Israeli Football Association UEFA/FIFA. Design/methodology/approach This position paper, designed generate discussion on what emotive campaign. distinction made between political boycotts boycotts, whether it possible separate sport from politics, if PUMA's claimed neutrality in conflict can be achieved. Findings focus here corporate social responsibility statement which they claim that politics do not mix, their response Russia's invasion Ukraine 2022 undermining claim. commitment justice being used by activists expose disconnect stated vision its actions. Practical implications brand has been built creating particular type image, positive image awareness essential for apparel company. If company finds itself media spotlight equity become damaged. Originality/value With very little research available Israel/Palestine sponsorship marketing perspective, offers original much needed potentially significant