Despite boycott threats, Reebok reaffirmed its commitment to Israel’s national soccer team, rejecting false BDS-driven rumors and vowing its logo will remain on the kits.
Reports claiming that global sportswear giant Reebok caved to BDS pressure by demanding its logo be removed from Israel’s national soccer uniforms erupted Tuesday — but the company quickly shut them down as baseless.
Reebok, locally represented by the MGS Group and proudly owned in part by Jewish stakeholders, began sponsoring Israel’s national teams just last summer with a bold new line designed by ex-player Tal Shtah. The partnership was celebrated as a fresh era for Israeli sports branding.
However, Ynet reported that boycott threats allegedly pushed Reebok to request its global logo be stripped from the uniforms. The Israel Football Association (IFA) was quick to respond, declaring:
“The IFA never had a direct agreement with Reebok Global, so the company apparently gave in to irrelevant and embarrassing boycott threats. The IFA emblem and the Israeli flag will continue to be displayed proudly. Sponsors who truly value courage will recognize the privilege of standing with our national team in these times.”
Within hours, Reebok Global forcefully denied the claim, telling Reuters:
“Reebok is proud of our record as a unifier of all cultures on and off the pitch. Reports that Reebok asked to remove our logos from Israeli kits are simply not true. We don’t do politics; we do sport.”
The IFA later confirmed that Reebok logos will remain on the team’s uniforms for upcoming World Cup qualifiers, silencing speculation and sending a clear message that Israel will not be sidelined by boycott campaigns.
Israel’s national team now looks ahead to two critical away matches: against Norway in Oslo on October 11 and Italy in Udine on November 14, with Reebok logos intact — and the Israeli flag displayed with pride.
This latest episode highlights the growing desperation of the BDS movement, whose intimidation tactics continue to fail against Israel’s resilience and its allies in global sport.
