New Balance’s Support for Israel: Examining the Details

The global landscape of corporate responsibility and ethical engagement faces a critical juncture as sportswear behemoth New Balance and the InterContinental Hotel Group come under intense scrutiny for their involvement in the Jerusalem marathon.

The backdrop to this sponsorship is steeped in geopolitical tensions and human rights violations, setting the stage for a conflict of values between profit-driven alliances and adherence to international law.

Palestinian Boycott, Divestment, and Sanctions National Committee’s Call to Action

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This alliance with the marathon organized by the Israeli-controlled Jerusalem Municipality has sparked outrage, as it is perceived to endorse and legitimize Israel’s unlawful annexation of the city. The BNC, a coalition representing diverse Palestinian civil society organizations, trade unions, and NGO networks, has accused New Balance and the InterContinental Hotel Group of providing direct material support to a body responsible for perpetuating illegal policies. Such actions, as per a recent UN report endorsed by the General Assembly, potentially violate international criminal legislation.

Despite prior appeals to disassociate from the marathon, New Balance and the InterContinental Hotel Group, including the Crowne Plaza chain, have blatantly disregarded these calls. Their continued sponsorship is seen as an implicit endorsement of Israel’s contentious actions, fueling ongoing colonization, ethnic cleansing, and the displacement of Palestinians—a situation recognized as a violation of international law.

Global Momentum of BDS Movement and Corporate Accountability

The growing global momentum of the Boycott, Divestment, and Sanctions (BDS) movement signals a significant shift. Corporations, including New Balance and Crowne Plaza, are increasingly finding themselves under scrutiny for profiting from associations linked to Israel’s disputed policies. The risk of severe repercussions, including reputational damage and the loss of lucrative contracts, looms large for those entities aligned with Israel’s controversial regime.

The Jerusalem marathon sponsorship by New Balance and Crowne Plaza not only condones but actively promotes Israel’s narrative, painting a skewed picture of the city as a diverse cultural hub while disregarding the systematic efforts to displace the indigenous Palestinian population. These actions blatantly ignore international conventions and human rights laws, further exacerbating the conflict.

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Despite repeated pleas and warnings from the BNC, New Balance and the InterContinental Hotel Group, notably the Crowne Plaza chain, have persisted in their sponsorship of the Jerusalem marathon.

This persistent alignment is perceived as an unwavering commitment to profit from a contentious event, disregarding the grave human rights violations and international law violations associated with it.