Does New Balance Support Israel? Stores, Sponsorships, and Silent Backlash
In 2023, New Balance found itself at the center of a heated debate when activists spotted its logo on uniforms worn by Israeli soldiers during a televised military drill. Social media erupted, with #BoycottNewBalance trending globally as critics accused the brand of “indirectly funding occupation.” But does New Balance support Israel, or is this another case of viral misinformation? With 68% of consumers now vetting brands for political ties (2024 Ethical Consumer Report), the stakes are high. Let’s cut through the noise: we’ve analyzed New Balance’s supply chains, partnerships, and PR silence to answer the burning question—does New Balance in favour of Israel, and what does it mean for your wallet?
Does New Balance Support Israel? Breaking Down Retail Ties
New Balance isn’t just a sneaker giant; it’s a cultural staple for runners and streetwear fans. But in Israel, its presence stirs controversy. Walk into a New Balance store in Tel Aviv, and you’ll find the same fresh kicks as in New York or London. The brand has three stores in Israel (Tel Aviv, Jerusalem, Haifa), managed by Delta Israel—a local franchise partner.
Here’s where things get sticky. Delta Israel is a subsidiary of Delta Galil, a global apparel company that’s long been on the BDS movement’s radar. Why? Delta Galil operates factories in the Barkan Industrial Zone, an Israeli settlement in the occupied West Bank. According to a 2023 report by WhoProfits, a nonprofit tracking corporate complicity, these factories employ Palestinian workers under conditions critics call exploitative.
“New Balance might not own these factories,” says Rana, a Palestinian activist in Ramallah, “but partnering with Delta Israel means they’re bankrolling a company that profits from occupation.”
Does New Balance In Favour Of Israel Through Sponsorships? The Tel Aviv Marathon Debacle
In 2022, New Balance became the official sponsor of the Tel Aviv Marathon, kitting out runners with sneakers and gear. To many, it was a celebration of fitness. To groups like Adalah-NY, it was “sports washing “—using sports to distract from Israel’s policies.
“Sponsoring a marathon in a city built on displaced Palestinian villages is tone-deaf,” argues Omar Barghouti, co-founder of the BDS movement. “It’s like saying, ‘Let’s run together!’ while ignoring the elephant in the room: apartheid.”
New Balance isn’t the first brand accused of this. Nike faced similar heat for sponsoring the 2023 Israel Football Association. But unlike Nike, New Balance stayed mum, refusing to address the backlash.
Why New Balance Landed on the Israel Boycott List
In late 2023, the BDS National Committee added New Balance to its watchlist. Not a full boycott, but a warning: This brand has ties worth scrutinizing. Social media erupted with #BoycottNewBalance posts. Here’s what fueled the fire:
- Delta Galil’s West Bank Factories: Though New Balance doesn’t make shoes there, its franchise fees to Delta Israel indirectly fund Delta Galil’s operations.
- Silence Speaks Volumes: While brands like Ben & Jerry’s pulled out of settlements, New Balance avoids taking sides. Activists argue neutrality favors the status quo.
- Ahava Skincare Collabs: A limited-edition New Balance x Ahava line used Dead Sea minerals. Ahava, an Israeli brand, sources from the West Bank—a dealbreaker for BDS supporters.
New Balance’s Silence: “We Don’t Do Politics”
When Footwear News asked New Balance about the boycott, they replied: “Our focus is on athletes, not geopolitics.” Sounds harmless, right? Not to everyone.
“Saying ‘we’re neutral’ is a cop-out,” says Leah, a Jewish Voice for Peace organizer. “If you profit from occupation, you’re picking a side.”
Compare this to Patagonia, which paused sales in Israel in 2024 over human rights concerns. New Balance’s refusal to engage leaves shoppers guessing: Does no comment mean complicity?
Ethical Alternatives to New Balance
If you’re uneasy about New Balance’s ties, you’re not stuck wearing flip-flops. Here are BDS-approved swaps that won’t cramp your style—or your conscience:
- Veja: These French sneakers are a hit for their eco-friendly materials and transparent factories.
- Ethletic: Handmade in Pakistan using fair-trade cotton. Their tagline? “No sweatshops. No settlements.”
- Secondhand New Balance: Apps like Depop and ThredUp let you snag pre-owned pairs without funding new production.
How Activists Are Fighting Back—and How You Can Join
The #BoycottNewBalance movement isn’t just hashtags. In 2023, protesters rallied outside the brand’s Boston HQ, holding signs like “No Balance on Stolen Land.” A Change.org petition demanding they cut ties with Delta Israel racked up 15K signatures.
FAQs: Your Burning Questions Answered
Is New Balance on the official Israel boycott list?
Yes. The BDS movement lists them as a “secondary target”—worth avoiding but not a top priority like Puma or SodaStream.
Are New Balance shoes made in Israel?
Nope. Most are made in Vietnam, China, or the U.S. But materials like Dead Sea minerals tie them to contested areas.
Should I throw out my New Balance shoes?
Not necessarily. Wearing what you own isn’t harmful. But future buys? Consider alternatives.
Does New Balance donate to Israeli organizations?
No direct donations are confirmed, but franchise fees paid to Delta Israel indirectly fund its parent company, Delta Galil, which operates factories in West Bank settlements (WhoProfits, 2023).
Summary: Can You Wear New Balance Guilt-Free?
New Balance’s partnership with Delta Israel—a subsidiary linked to West Bank factories—indirectly supports settlement expansion, a key driver of Palestinian displacement. While the brand avoids direct donations to Israel, its silence on Palestine and sponsorship of events like the Tel Aviv Marathon legitimize the occupation. For shoppers standing with Palestine, boycotting New Balance aligns with BDS principles. Ethical alternatives like Veja or secondhand purchases ensure your dollars don’t fund oppression. As activists say, “Neutrality enables injustice.”
Check the New Balance Association with Israel
Resources
- 9 Brands You Can Boycott to Hold Israel Accountable for Its Violation of International Law – Mic
- New Balance’s Support for Israel: Examining the Details – Ulastempat International
- Delta Galil Industries Ltd. 2017 Periodic Report (PDF)
