The hypocrisy of the agreement between Reebok and the Israel Football Federation

When PUMA on December 31, 2024, chose to join the boycott against Israel by ending its partnership with the IFA - the Israel Football Association - the National team found a temporary partner in Erreà for kit supply. However, that contract began on January 1, 2025, and was then interrupted by Erreà in mid-February, due to a change of heart, which also saw the Italian company join the almost universal boycott against a country that, on January 15, had reached an agreement with Hamas for a ceasefire in Gaza and the release of hostages, ending a fifteen-month war that had caused tens of thousands of casualties in Palestinian territory. After days of searching and confusion, it now seems that the IFA has found a partner (whether stable or not is still uncertain) for kit supply: it is Reebok, the brand we discussed some time ago in relation to its potential return to a major presence in football, thanks to its new partnership with Botafogo. Well, everything we would not have wanted to expect was to see Reebok next to the name of the Israel Football Association: a move that not only disappoints but also overturns the reputation of the American company, which has repeatedly shown resistance in the face of ethical or moral dilemmas throughout its history.

And here’s why hypocrisy wins in the deal between the Israel Football Association and Reebok, the same brand that in 2013 ended its collaboration with rapper Rick Ross, who had featured with A$AP Rocky, Future, 2 Chainz, and Wiz Khalifa on the track U.O.E.N.O. by rapper Rocko, which was accused of containing a line - that would become known as the rape line - in which Rick Ross sings: “Put Molly all up in her champagne, she ain't even know it, I took her home and I enjoyed that, she ain't even know it”, referring to a modus operandi commonly used when committing such a crime. In short, comparing the two situations might seem unreasonable and imbalanced, but this caution suggested that the brand was very strict and attentive to its global reputation, and that’s not all. In 2016, a week before the commemoration of the Nakba by the Palestinians - a day remembering the demolition of over 500 villages during the 1948 war and the flight and expulsion of at least 700,000 people - Israeli citizens prepared to celebrate Israel's Independence Day. A National Holiday that would be celebrated in every way: in addition to outings, traditional picnics, and days spent with loved ones, it would also involve the launch of a sneaker.

A commemorative sneaker was set to be launched by Reebok, in a limited edition of 68 pairs (68, like the 68th day of the country's Independence), to be auctioned off, as reported by the Jerusalem Post. Confirming the launch were the words of Moshe Sinai, CEO of Reebok Israel, who told the newspaper that “these shoes would have been a unique celebratory release, a collectible item in Israel and worldwide”. Given the ill-timed launch, which would have practically coincided with the commemoration of the Nakba, Reebok Global decided to cancel the release, offering a rather absurd apology, stating that the shoe was the idea of a Reebok collector. “Reebok distanced itself from this terribly offensive initiative after recognizing the reputational and financial price that a BDS campaign against it would have entailed”, declared Abdulrahman Abunahel, Coordinator of Gaza for the Palestinian National Committee.

Time has passed since these two cases; in 2021, the brand moved from adidas ownership to Authentic Brands Group, and this change surely influenced Reebok’s decision to partner with the Israel Football Association, something that likely would not have happened under adidas's control. Moreover, Reebok's current ranking in the sportswear world (no longer as prosperous as before, especially in football, where it only holds a sponsorship with the Brazilian team Botafogo) probably influenced the final decision to close this deal. It is very likely that, in a different situation, the American company would not have agreed to sponsor Israel, joining the general boycott by the major players in the sportswear industry against a warmongering country. But who is opposing this decision from the brand? At the moment, Reebok cannot count on voices from authoritative clubs or sports organizations ready to categorically reject this move, so it would be more probable and fair for athletes to oppose it: Reebok counts on Connor McGregor and U.S. basketball players Angel Reese and Lexie Brown among its top athletes.

It would be fair, but less likely, to expect a reversal from the two brand leaders, Shaquille O'Neal and Allen Iverson (the former manages the brand’s strategy and partnerships, while the latter handles community and athlete activities), but the impression that the brand’s decision might go unnoticed due to its stature compared to the major companies in the industry is the scenario that scares the most.