INDEX / DIRECTORY / PUMA / DIGITAL

Puma DIGITAL

DIGITAL INFRASTRUCTURE AUDIT UPDATED 2026-09-08
Digital Score 0.00 /10 D Puma - Complicity Index 307
Digital 0.00

Evidence-only forensic audit. Scoring happens downstream - see the main dossier for the composite assessment.

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Enterprise Technology Stack & Vendor Relationships

No public evidence identified linking Puma to Israeli-origin cybersecurity, cloud, analytics, or enterprise software vendors such as Check Point, Wiz, SentinelOne, CyberArk, Nice, Verint, Claroty, or Palo Alto Networks 1. Targeted searches and the reviewed Puma IT and sustainability disclosures yielded no confirmed vendor relationships with the named Israeli-origin companies 1. No public evidence identified regarding systems integrators, digital transformation consultancies, or IT outsourcing partners engaged by Puma for major technology programmes, or whether such integrators have mandated Israeli-origin technology 1.

Surveillance, Biometrics & Retail Technology

No public evidence identified linking Puma to Israeli-origin facial recognition, biometric identification, behavioral analytics, or gait analysis technologies such as Trigo, BriefCamp, AnyVision/Oosto, Trax, or comparable vendors in retail operations 1. No public evidence identified regarding Puma’s use of Israeli-origin predictive policing, sentiment analysis, social media monitoring, or workforce surveillance tools 1. No public evidence identified regarding indirect deployment of such technologies via third-party platform providers, managed security services, or bundled enterprise suites 1.

Cloud Infrastructure, Data Residency & Sovereign Cloud Participation

Puma Sport Israel Ltd (Israeli subsidiary) was recorded as liquidated in the 2024 annual report 2. No evidence of Puma operating, leasing, or co-locating data centre infrastructure within Israel 1. Puma’s Israeli retail operations (Factory 54 stores) operate via licensee Al Srad Ltd, not direct Puma infrastructure. No public evidence identified linking Puma to Project Nimbus or comparable Israeli government cloud initiatives 1. No public evidence identified linking Puma to a Nimbus contract or Israeli government-cloud deployment; the earlier speculation about its global AWS/Google Cloud use is unsubstantiated 1. No public evidence identified indicating Puma provides services explicitly marketed or contracted to ensure digital sovereignty, data residency, or infrastructure resilience for Israeli state institutions or military bodies 1.

Defence, Intelligence & Security Sector Technology Relationships

No public evidence identified linking Puma to contracts, partnerships, or service agreements with the Israeli Ministry of Defence, Israel Defence Forces, intelligence agencies, or other state security bodies 1. No public evidence identified regarding Puma’s commercially available technology being deployed for military, intelligence, or law enforcement surveillance applications within Israel or occupied territories 1. Puma is a sportswear company; No public evidence identified regarding offensive cyber or weapons technology 1.

AI, Algorithmic & Autonomous Systems

Puma is a sportswear company; No public evidence identified linking Puma to AI/ML provision to state bodies 1. No public evidence identified regarding Puma’s involvement in training data or model development for Israeli state entities 1. Puma is a sportswear company; No public evidence identified regarding autonomous systems or lethality 1.

Technology Ecosystem & R&D Footprint

No public evidence identified regarding research and development facilities, engineering offices, innovation labs, or accelerator programmes operated by Puma within Israel 1. No public evidence identified regarding acquisitions of Israeli-origin technology companies by Puma, or strategic investments in Israeli technology startups or venture funds 1. No public evidence identified regarding significant patent portfolios, licensing agreements, or co-development arrangements between Puma and Israeli-domiciled entities or research institutions 1.

Civil Society Scrutiny & Regulatory History

Puma was documented by AFSC Investigate for its sponsorship of the Israel Football Association (IFA), which includes 6 clubs in illegal Israeli settlements in the West Bank 3. Human Rights Watch documented in 2016 that Israeli football clubs operate in occupied territory, including clubs that were part of the IFA Puma sponsored 4. Who Profits documented Delta Galil Industries Ltd (Puma’s former Israeli licensee until 2020) operating stores in Pisgat Zeev, Ramot (occupied East Jerusalem), Maale Adumim (West Bank), with a warehouse in Barkan industrial zone 5. Delta Galil was listed in the UN OHCHR settlement database (2020) 5. BDS Movement documented Puma switching from Delta Galil to Al Srad Ltd (Irani Corporation/Factory 54) as its exclusive Israeli licensee in 2021, describing it as “swapping one complicit Israeli company for another” 6.

Puma has been subject to organized boycott and divestment campaigns by BDS Movement and Palestinian rights organizations specifically related to its Israeli licensing relationships and IFA sponsorship 3. Puma announced non-renewal of IFA sponsorship in December 2023, effective end of 2024 3. Puma SE itself is not listed in the UN OHCHR database of business enterprises involved in settlement activity (2023/2025 updates) 7. However, Delta Galil Industries Ltd (Puma’s former Israeli licensee until 2020) is listed in the 2020 UN database 5.

The Rudolf Dassler family holdings no longer hold an active controlling stake; family sold final stake in 1989 8. Artémis held approximately 29% of Puma; Anta announced an agreement in January 2026 to acquire the stake, subject to conditions, rather than confirmed completion 9. No evidence identified linking Artémis or the Pinault family to investments in Israeli surveillance, cyber, AI, or military-tech firms 8. Anta Sports (proposed acquirer announced in January 2026) has no documented Israeli operations 9.

Puma was sponsor of Israel Football Association (IFA) 2018-2024 1. Puma announced new sponsorship with Maccabi Tel Aviv FC (football deal starting 2025/26 season) announced May 2, 2025 10. Puma signed 5-year basketball sponsorship with Maccabi Tel Aviv Basketball in August 2021 11. The club announcements identify Puma and its Israeli representative/importer; they do not publish legal signatories or the allocation of contractual responsibility to Al Srad. NGO reports describe Al Srad as an exclusive licensee, with inconsistent 2020/2021 start dates 6, 10, 11. The cited NGO source describes Factory 54’s broader retail estate and alleges a Mamilla outlet; this does not establish Puma-specific retail presence there 6.

Delta Galil Industries Ltd was Puma’s exclusive Israeli licensee until 2020; operates stores in settlement locations; listed in UN OHCHR database 5. Al Srad Ltd (Irani Corporation/Factory 54) is described by NGO reporting as Puma’s exclusive Israeli licensee, with its start date unresolved between 2020 and 2021 6. Puma Sport Israel Ltd is the former Israeli subsidiary whose liquidation was recorded in the 2024 annual report 2.

Charity Cat e.V. (Puma’s employee-founded charitable organization, 2004) operates globally supporting projects in Germany, Ukraine, Haiti, and Nepal. No Israeli recipients identified in available disclosures 12. Puma’s IFA sponsorship ended December 2024, following announcement in December 2023 3. New Maccabi Tel Aviv sponsorship was announced May 2, 2025, which is after the ICJ Advisory Opinion (July 19, 2024) and after the ICC arrest warrants (November 2024) 10. No public evidence identified regarding regulatory inquiries, legal challenges, export control actions, or sanctions-related investigations involving Puma’s technology sales or services to Israeli state entities 1.

Live verification addendum - 8 September 2026

PUMA reports a global SAP upgrade and current SAP S/4HANA/ECC operations. It also reports a hosted 24/7 Security Operations Centre and cloud-native protection plans without identifying the operator or provider. These are civilian enterprise operations; the reviewed record identifies no Israeli state/security customer or Israeli-origin supplier in these relationships.13, 14, 15

The corporate-site privacy notice identifies Google Analytics and Google Ads, including normal Analytics processing on a Google server in the United States. This verifies corporate-site analytics only, not Google Cloud business infrastructure, Israeli data residency, or a state-security outcome.16

PUMA’s 2025 report describes an internal AI Framework and consumer-data safeguards. No public evidence identified of Puma providing AI, cloud, surveillance or other digital infrastructure to Israeli state, military, police or intelligence bodies.13, 17

PUMA’s 2025 consolidated-company table contains no Israel-domiciled group company; this does not exclude independent distributors, licensees or contractual retail operations. Artémis was reported at 29.1% of share capital at 31 December 2025, and the Anta transfer announcement was conditional. No verified Israeli cyber or military-technology investment by the named principals was identified in the bounded review.18, 19, 20

Footnotes

  1. https://annual-report.puma.com/2025/en/downloads/PUMA_Annual_Report_2025_EN.pdf - corporate disclosure reviewed alongside the recorded targeted searches; scoped absence, not a comprehensive procurement register. ↩ ↩2 ↩3 ↩4 ↩5 ↩6 ↩7 ↩8 ↩9 ↩10 ↩11 ↩12 ↩13 ↩14 ↩15 ↩16 ↩17 ↩18 ↩19 ↩20 ↩21

  2. https://annual-report.puma.com/2024/en/consolidated-financial-statements/notes-to-the-consolidated-financial-statements/index.html ↩ ↩2

  3. https://investigate.afsc.org/company/puma ↩ ↩2 ↩3 ↩4

  4. https://www.hrw.org/news/2016/03/03/israel/football-clubs-occupied-territory ↩

  5. https://www.whoprofits.org/companies/company/3655 ↩ ↩2 ↩3 ↩4

  6. https://bdsmovement.net/news/puma-swaps-one-complicit-israeli-distributor-for-another-maintains-support-for-israels-violent ↩ ↩2 ↩3 ↩4

  7. https://www.ohchr.org/en/business/bhr-database ↩

  8. https://en.wikipedia.org/wiki/Puma_(brand) ↩ ↩2

  9. https://ir.anta.com/en/news_detail.php?id=159082 ↩ ↩2

  10. https://www.maccabi-tlv.co.il/en/2025/05/puma-will-be-maccabi-tel-aviv-fcs-new-official-kit-partner ↩ ↩2 ↩3

  11. https://www.eurohoops.net/en/euroleague/1235629/maccabi-tel-aviv-puma-sign-five-year-deal ↩ ↩2

  12. https://annual-report.puma.com/2023/en/company-overview/within-puma/index.html ↩

  13. https://annual-report.puma.com/2025/en/downloads/PUMA_Annual_Report_2025_EN.pdf ↩ ↩2

  14. https://annual-report.puma.com/2022/en/combined-management-report/targets-and-strategy/index.html ↩

  15. https://www.about.puma.com/en/jobs/senior-manager-basis-operations-erp-r40013 ↩

  16. https://about.puma.com/en/privacy ↩

  17. https://annual-report.puma.com/2025/en/combined-management-report/sustainability-statement/social-information/s4-consumers-and-end-users/index.html ↩

  18. https://about.puma.com/sites/default/files/financial-report/2025/puma-gb-2025-gesamt-en-final.pdf ↩

  19. https://www.about.puma.com/en/investor-relations/corporate-governance ↩

  20. https://about.puma.com/en/investor-relations/share ↩