German sportswear giant Puma has terminated their deal with Israel’s national football team as announced by the company on Tuesday (Dec 12). The decision comes two months after the start of the Israel-Hamas war which was triggered on October 7.

Sportswear giant Puma terminates sponsorship of Israel’s national football team post Israel-Hamas war

Like its German rival Adidas, which reports results on Nov. 9, Puma has been enjoying a revival in the U.S. market, as shoppers snap up its retro styles instead of basketball shoes, hurting Under Armour and Nike.

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Sportswear giant Puma terminates sponsorship of Israel’s national football team post Israel-Hamas war

Puma relishes Rihanna brand impact, fears discounts