Boycott, Divestment, Sanctions (BDS) is a Palestinian-led movement for freedom, justice and equality. BDS upholds the simple principle that Palestinians are entitled to the same rights as the rest of humanity.
#BoycottPuma was trending on social media, with a Twitter reach of 9 million, which has since nearly doubled to 17 million. Until PUMA ends its support for Israeli apartheid, the Palestinian-led boycott campaign is only destined to grow.