Does New Balance Support Israel? Its Role and Controversies
New Balance, a leading American brand in footwear and apparel, has been at the center of a heated debate regarding its operations in Israel.
While the company is globally recognized for its quality products, its commercial activities in Israel have raised questions about its stance on the Israeli-Palestinian conflict.
Yes, New Balance supports Israel through retail operations and event sponsorships like the Jerusalem Marathon, prompting criticism and calls for boycotts.
New Balance’s Presence in Israel
The company operates retail outlets and imports products into the Israeli market. One of its most notable activities in the region is its sponsorship of events like the Jerusalem Marathon.
This marathon has drawn criticism for its route through East Jerusalem, an area considered occupied under international law.
Critics argue that such sponsorships indirectly support Israel’s claims over disputed territories.
The Role of the BDS Movement
The Boycott, Divestment, Sanctions (BDS) movement has taken a firm stand against New Balance. The movement, which advocates for Palestinian rights, has called for a boycott of the brand.
According to BDS, New Balance’s sponsorship of the Jerusalem Marathon aligns the company with activities that reinforce Israeli control over contested areas, a position the movement strongly opposes.
Consumer Response
Amid these concerns, many consumers have started seeking alternative footwear brands without connections to Israel.
Online platforms, such as Reddit, are rife with discussions recommending brands that align with pro-Palestinian ethics.
This shift indicates growing awareness and activism among socially-conscious shoppers.
New Balance’s Official Position
Despite the controversy, New Balance’s official communication channels, including its Israeli website, remain apolitical.
The site provides standard customer service details like warranty information but avoids addressing the ongoing debate or the political implications of its activities.
Ethical Shopping and Consumer Choice
The controversy surrounding New Balance highlights the importance of ethical shopping. Consumers increasingly scrutinize the political and social implications of their purchases.
For those concerned about New Balance’s activities in Israel, exploring alternative brands might be a way to align their spending with their values.
Conclusion
While New Balance has not explicitly declared political support for Israel, its sponsorship of events like the Jerusalem Marathon and its presence in the Israeli market have led to perceptions of alignment with Israeli interests.
This has prompted calls for boycotts from groups like BDS. Ultimately, whether to support the brand depends on individual consumers and their ethical considerations.
By staying informed and making conscious decisions, shoppers can ensure their purchases reflect their values.