The Boycott Question: 5 Facts About New Balance’s Stance On Israel And The Ongoing Controversy
The question of whether New Balance supports Israel has become a significant point of discussion and controversy, particularly in light of the renewed focus on corporate political and social stances in late 2024 and 2025. The Massachusetts-based athletic footwear and apparel giant has not issued a direct, explicit statement of political support for the State of Israel in the context of the ongoing conflict with Palestine. Instead, the controversy stems entirely from the brand's business activities and commercial presence within the region, which critics argue amounts to tacit support and legitimization of Israeli policies. This article breaks down the facts, the company's actions, and the reasons behind the widespread boycott calls.
The sportswear industry, including major global players like New Balance, is increasingly under pressure to align its business practices with ethical consumerism and global political movements. For New Balance, its operations and sponsorships in Israel have placed it squarely on the radar of the Boycott, Divestment, Sanctions (BDS) movement, making it a key entity in the broader debate over corporate neutrality versus perceived political affiliation.
New Balance’s Business Presence and Sponsorships in Israel
New Balance, a company committed to "Responsible Leadership" and striving for a "positive impact in the communities in which we" operate, has maintained a commercial presence in Israel for years. This presence is the central issue driving the controversy, as activists argue that mere business operations in the region contribute directly to the Israeli economy and, by extension, its government's policies. The brand's activities are not unique, but they have drawn specific attention from the BDS movement, which seeks to end international support for what it terms Israel's oppression of Palestinians.
1. Operation of Physical Retail Stores
New Balance operates physical retail stores within Israel, which is cited by critics as a direct form of economic involvement. For many ethical consumerism groups, the establishment and maintenance of these commercial outlets normalize the current political situation and provide financial strength to the local economy. While New Balance has not made any direct political donations to the Israeli government, the economic impact of its retail presence is the core of the argument against the brand.
2. Sponsorship of Major Marathons
The most visible and controversial aspect of New Balance's involvement is its sponsorship of high-profile running events. Specifically, the brand has been criticized for its sponsorship of both the Tel Aviv Marathon and the Jerusalem Marathon. The nature of these sponsorships is what fuels the boycott calls:
- Jerusalem Marathon: Critics, including the BDS National Committee, argue that the sponsorship of the Jerusalem Marathon is particularly problematic. They claim that the event "whitewashes Israel's occupation of East Jerusalem" and plays into official Israeli propaganda by promoting a unified, international image of the city.
- Tel Aviv Marathon: Similarly, the sponsorship of the Tel Aviv Marathon is seen as a way for the brand to "legitimize the occupation" through its silence on Palestine while actively engaging in high-profile Israeli events.
For activists, supporting these events goes beyond mere sports marketing; it is viewed as an endorsement of the political status quo.
The Corporate Stance: Neutrality vs. Perceived Affiliation
New Balance’s official corporate stance is generally one of political neutrality in international conflicts. The company has a long-standing commitment to Corporate Social Responsibility (CSR) and ethical labor practices, aiming to avoid discrimination based on political opinion or affiliation. However, the brand has a history of being drawn into political debates, such as the controversy surrounding its perceived support for the Trump administration's trade stance in 2016, which led to public backlash.
The Absence of an Official Statement
As of the most recent updates, New Balance has not released an official statement explicitly declaring support for Israel or Palestine regarding the conflict. The brand's strategy appears to be one of maintaining corporate neutrality on the political conflict while continuing its commercial operations. Some sources note that the brand "does not support Israel and never made a statement" of support, indicating a deliberate avoidance of a direct political declaration.
This silence, however, is interpreted by the BDS movement and other pro-Palestinian groups not as neutrality, but as a form of complicity. When a company maintains business as usual—operating stores and sponsoring major events—during a period of intense conflict and calls for boycott, its commercial actions are seen as carrying political weight, regardless of its verbal statements.
New Balance on BDS Boycott Lists
Due to its operations and sponsorships, New Balance is frequently included on lists of brands to boycott by pro-Palestinian and BDS-affiliated groups. The BDS movement works to pressure companies through consumer action to end their support for what it defines as "Israel's oppression of Palestinians." The inclusion of New Balance alongside other major sporting goods brands like Nike, Adidas, and Puma highlights the broad scope of the boycott effort targeting the footwear industry.
3 Key Entities and Concepts Driving the Discussion
Understanding the "New Balance and Israel" controversy requires familiarity with several key entities and concepts:
- BDS Movement (Boycott, Divestment, Sanctions): This is a global, Palestinian-led movement promoting various forms of boycott against Israel until it meets three demands: ending the occupation, full equality for Arab-Palestinian citizens of Israel, and respecting the right of return for Palestinian refugees. The movement is the primary driver behind the New Balance boycott.
- Corporate Social Responsibility (CSR): New Balance frames its operations under the umbrella of Responsible Leadership and CSR. This framework is meant to ensure ethical conduct and positive community impact. Critics argue that operating in a conflict zone without acknowledging the political context is a failure of CSR.
- Ethical Consumerism: This is the practice of consciously choosing to buy products that are ethically produced and avoiding those that are not. The New Balance controversy forces consumers to weigh their purchasing decisions against the brand's perceived political alignment through its commercial activities.
In summary, while New Balance has not issued a political statement declaring support for Israel, its decision to maintain physical stores and sponsor high-profile events like the Jerusalem Marathon is widely interpreted by boycott advocates as a form of de facto support. This commercial presence, rather than a verbal statement, is the reason the brand is a major focus of the current boycott campaigns.
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