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Giving PUMA the boot”–A case study of a contemporary consumer sports boycott

Jon Dart (Carnegie School of Sport, Leeds Beckett University, Leeds, UK)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 17 November 2022

Issue publication date: 3 April 2023

1492

Abstract

Purpose

The purpose of this article is to offer a conceptual assessment of a contemporary consumer boycott of a global sports brand. A critical commentary is offered of the “Boycott PUMA” campaign with an examination of the positions and motivations of the different parties involved, specifically PUMA, the “Boycott PUMA” campaign, the Israeli Football Association and UEFA/FIFA.

Design/methodology/approach

This article is a position and conceptual paper, designed to generate a discussion on what is an emotive consumer boycott campaign. A distinction is made between political boycotts and consumer boycotts, whether it is possible to separate sport from politics, and if PUMA's claimed position of neutrality in this conflict can be achieved.

Findings

The focus here is on PUMA's corporate social responsibility statement in which they claim that sport and politics do not mix, with their response to Russia's invasion of Ukraine in 2022 undermining this claim. PUMA's commitment to social justice is being used by the “Boycott PUMA” activists to expose the disconnect between PUMA's stated vision and its actions.

Practical implications

PUMA's brand has been built on creating a particular type of brand image, with a positive image and brand awareness essential for this sports apparel company. If the company finds itself in a media spotlight their brand equity can become damaged.

Originality/value

With very little research available on the Israel/Palestine from a sport sponsorship and marketing perspective, this article offers an original and much needed assessment of a potentially significant campaign.

Keywords

Citation

Dart, J. (2023), "“Giving PUMA the boot”–A case study of a contemporary consumer sports boycott", International Journal of Sports Marketing and Sponsorship, Vol. 24 No. 2, pp. 278-294. https://doi.org/10.1108/IJSMS-05-2022-0111

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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