I am writing to express my disappointment that Reebok has agreed to a two-year sponsorship deal with the Israel Football Association (IFA) and to let you know of my intention to boycott the corporation until it withdraws.

A global boycott campaign was launched against Puma, the previous IFA sponsor, holding it to account for sports-washing apartheid. Puma ended its sponsorship in 2024. More recently, Errea, the latest sponsor, terminated its agreement in less than two months.

These brands realised that by affiliating themselves with the IFA, they were making themselves complicit in Israel’s violations of international law, war crimes, and occupation. They understood that the reputational damage far outweighed any commercial or economic benefits.

As you will know, Israel is currently on trial for genocide at the International Court of Justice (ICJ), and its leaders are wanted for war crimes by the International Criminal Court (ICC). Since October 2023, Israel has engaged in the systematic destruction of all sport in Gaza, killing over 700 Palestinian athletes. The Israeli Defence Forces (IDF) have turned sports facilities into torture camps, while Israeli footballers have served in or expressed their support for its actions, and fans have been regularly seen singing pro-genocide chants.

Israeli football’s involvement in crimes against the Palestinian people, however, predates October 2023. The IFA has long been complicit in the Israeli state’s crimes: including teams in illegal Israeli settlements on stolen Palestinian land in its leagues; advocating for them to be maintained; and failing to act against the rampant anti-Palestinian racism present within Israeli football (among clubs and supporters), which was displayed before the entire world in Amsterdam in November 2024.

By choosing to align with the IFA, Reebok is endorsing these crimes and contributing to the normalisation of Israeli apartheid, occupation, and genocide. It is directly complicit in crimes against the Palestinian people and is lending its brand to obscure these.

This will permanently tarnish the Reebok brand, linking it to an increasingly isolated Israel, which has lost all moral standing globally.

We urge you to immediately terminate your contract to illustrate your commitment to human rights and protect your reputation. Until then, I and millions around the world will have no choice but to boycott Reebok.