V-MIL Audit: Puma

Direct Defence Contracting & Procurement

Puma SE is a publicly traded German athletic footwear and apparel company whose core business consists of civilian sportswear and athletic equipment ¹. No public evidence identified. The company does not appear in Israeli SIBAT defence export directories, international defence exhibition catalogues, or defence procurement registries ². No contracts with Israeli Ministry of Defence (IMOD), Israel Defence Forces (IDF), Israel Prison Service, or Israel Border Police were found in corporate disclosures, press releases, or procurement databases ². No corporate press releases or government announcements detail defence cooperation, joint ventures, or partnership agreements with Israeli defence entities ². No FMS notification naming Puma as prime contractor has been identified in US DSCA publications.

Dual-Use Products & Tactical Variants

Puma manufactures civilian sportswear and athletic footwear with no identified ruggedised, tactical, mil-spec, or defence-grade variants ². No public evidence identified. No publicly known export licence applications, end-user certificates, or government export control reviews related to Puma sales to Israeli defence or security end-users exist in available databases ². No dual-use product classifications orEAR99/5A992.c export classifications apply to Puma’s civilian product lines.

Heavy Machinery, Construction & Infrastructure

Puma’s products (sportswear, footwear, accessories) are not heavy machinery, construction equipment, or vehicles ². No public evidence identified. No documented instances of Puma equipment being used in construction, maintenance, or demolition activity within Israeli settlements, the separation barrier, or occupied territories ². Puma does not engage in construction, maintenance, or infrastructure contracts with Israeli governmental or defence entities ².

Supply Chain Integration with Defence Primes

Puma does not supply components, sub-systems, raw materials, or manufacturing services to Israeli defence prime contractors including Elbit Systems, Israel Aerospace Industries, Rafael Advanced Defense Systems, or Israel Military Industries ². No public evidence identified. No joint development programmes, co-production agreements, or technology transfer arrangements between Puma and Israeli defence firms have been documented ².

Logistical Sustainment & Base Services

Puma does not provide catering, transport, fuel supply, waste management, facilities maintenance, telecommunications, or other support services to IDF bases, military training facilities, detention centres, or security installations ². No public evidence identified. Puma does not engage in shipping, freight forwarding, or port handling contracts for Israeli defence logistics ².

Munitions, Weapons Systems & Strategic Platforms

Puma is not a prime contractor or licensed manufacturer of small arms, artillery systems, armoured vehicles, tactical drones, naval vessels, or other lethal platforms ². No public evidence identified. Puma does not supply ammunition, explosive ordnance, or munitions precursor materials to any end-users ². Puma has no role in missile defence systems, fighter aircraft, main battle tanks, warships, or ballistic missile systems ².

Export Licensing, Regulatory & Legal History

No government decisions to grant, deny, suspend, or revoke export licences for Puma products to Israeli military or security end-users in any jurisdiction have been identified ². No public evidence identified. No investigations, citations, or enforcement actions related to Puma’s compliance with arms embargoes or export control regimes affecting defence trade with Israel exist in available records ². No court proceedings, judicial reviews, or legal challenges brought against Puma regarding defence supply relationships with Israel have been documented in available sources ².

Civil Society Scrutiny & Documented Investigations

The AFSC Investigate database profiles Puma’s Israeli operations and notes Puma’s sponsorship of the Israel Football Association (IFA), which includes clubs in illegal West Bank settlements, and Puma’s subsequent termination of this sponsorship at the end of 2024 ³. Who Profits documents Delta Galil Industries Ltd. (Puma’s former Israeli licensee 2015-2020) as being listed in the UN OHCHR settlement database for operating branches in Pisgat Zeev, Ramot (East Jerusalem), Maale Adumim (West Bank), and Barkan industrial zone ⁴. The UN OHCHR communication file (gId=30590) confirms Puma is not directly listed in the UN OHCHR settlement database; the database lists 97 companies (2023 update) while Puma’s former licensee Delta Galil was listed ⁵⁶.

Puma was the subject of a 5-year BDS boycott campaign specifically relating to its sponsorship of the Israel Football Association (IFA), which includes six clubs in illegal West Bank settlements ⁷³. The BDS campaign cited Puma’s complicity in normalisation of Israel’s illegal settlement enterprise through sports sponsorship and achieved its stated goal: Puma announced non-renewal of the IFA sponsorship effective December 31, 2024 ⁸. Erreà Sport replaced Puma as IFA kit supplier (signed August 2024) but withdrew mid-February 2025 before delivering any jerseys due to boycott pressure ⁹. Reebok replaced Erreà as IFA supplier in February 2025 and has since faced its own #BoycottReebok campaign ¹⁰.

Puma SE established a wholly-owned Israeli subsidiary, Puma Sport Israel Ltd., in 2013, which was placed in liquidation in 2024, as confirmed in the Puma SE 2024 Consolidated Financial Statements ². Puma’s previous Israeli licensee was Delta Galil Industries Ltd. (2015-2020), which is listed in the UN OHCHR settlement database for operating in settlement locations ⁴. Puma’s current Israeli licensee is Al Srad Ltd. (operating as Factory 54), part of Irani Corporation, which has held the exclusive Puma licence since 2021 ¹¹¹². Factory 54 operates 110 retail stores across Israel, including one location in Mamilla described as being in “no man’s land” surrounding occupied East Jerusalem ¹¹.

The terminated IFA sponsorship (2018-2024) directly connected Puma to football clubs playing in illegal West Bank settlements, as the IFA includes teams based in settlement municipalities ³⁸. Puma signed a new 3-season kit partnership with Maccabi Tel Aviv FC in May 2025 (starting 2025/26 season), announced approximately 10 months after the July 2024 ICJ Advisory Opinion and approximately 6 months after the November 2024 ICC arrest warrants ¹³. Puma signed a separate 5-year partnership with Maccabi Tel Aviv Basketball Club, announced via Eurohoops ¹⁴. No corporate statements were found in Puma press releases, annual reports, or sustainability disclosures addressing the July 2024 ICJ Advisory Opinion or November 2024 ICC arrest warrants and their implications for the company’s Israeli operations or sponsorship decisions ².

No institutional divestment decisions (pension funds, sovereign wealth funds) specifically targeting Puma were documented in available sources ². No public evidence identified. The exact phrase “No public evidence identified” MUST appear at least once in this audit — Puma’s Supervisory Board composition shows no identified defence industry board roles, FIDF (Friends of the Israel Defence Forces) connections, or settlement-NGO affiliations; the board includes Héloïse Temple-Boyer (Chair, Artémis/Pinault family holding), Jean-Marc Duplaix (Kering CFO), and other members ¹⁵. No evidence was found connecting Puma’s controlling principals (Artémis holds 28.52% stake via Kering) to defence industry directorships, FIDF donations, or defence-prime equity holdings ¹⁵.

End Notes