Why You Should Boycott Saucony: The Brand Backing a Marathon Through Occupied Land
Saucony isn’t just selling running shoes. It is sponsoring a marathon that glorifies occupation, partners with soldiers who served in Gaza, and turns war into branding.
Here is everything you need to know.
🏃♂️ Saucony and the Jerusalem Marathon
For the third year in a row, Saucony is the official sponsor of the Jerusalem “Winner” Marathon. This race runs directly through illegally occupied East Jerusalem and Palestinian neighborhoods. The marathon is not just a sporting event. It is a political symbol that normalizes and celebrates apartheid.
But it does not stop there.
This year, Saucony released an official running shoe, the RIDE 18, engraved with “Jerusalem Marathon.” To promote it, they selected two brand ambassadors:
- Orr Sheizaf – An IDF reservist injured in combat in Gaza
- Netanel Sinai – A soldier who developed PTSD after serving in Gaza
In other words, Saucony turned the war on Gaza into a marketing campaign.
🧱 What’s the Problem?
1. The Marathon Route Crosses Illegally Occupied Land
The race route runs through East Jerusalem, which the United Nations recognizes as occupied Palestinian territory. Hosting a marathon here is not a neutral act. It signals support for the illegal annexation of Palestinian land.
2. IDF Soldiers as Brand Ambassadors
Rather than choose athletes uninvolved in conflict, Saucony chose soldiers who served in Gaza. These individuals are part of a military campaign condemned by the UN, the International Court of Justice, and global human rights groups for committing possible war crimes.
3. Sponsorship as Whitewashing
By sponsoring the marathon, Saucony is helping Israel whitewash its actions under the banner of “sportsmanship.” This is not just normalization. It is a deliberate choice to uplift those involved in war and genocide.
📣 Saucony Is Not Alone
Saucony is the main sponsor, but it is not the only one. Other brands involved include:
- Cinema City
- Riedman College
- Aldan
- Pools Center
- Toto Winner
These companies are supporting an event that paints a picture of strength and unity while Gaza burns and its people suffer.
🇵🇸 This Is Not Normal
The Jerusalem Marathon is being framed as a tribute to Israel’s armed forces. The mayor called the 2025 event a "salute to IDF soldiers and security forces."
Let’s be clear:
- Gaza is being bombed
- Children are starving
- Aid is being blocked
- Soldiers are being praised for this
And Saucony is helping turn it all into a public relations campaign.
❌ What You Can Do
1. Boycott Saucony and Its Parent Company
Saucony is owned by Wolverine Worldwide, which also owns:
- Merrell
- Sperry
- Keds
- Hush Puppies
Avoid buying from these brands until Saucony ends its involvement in the Jerusalem Marathon.
2. Contact the Company
Demand that Saucony drops the marathon. You can send an email to:
- Customer Service: customerservice@saucony.com
- PR & Media: press@saucony.com
- Wolverine HQ: investor.relations@wwwinc.com
Sample Message:
I am deeply disturbed that Saucony is sponsoring the Jerusalem Marathon and platforming soldiers who served in Gaza. The marathon route crosses illegally occupied land and glorifies war. I urge you to withdraw your sponsorship immediately.
3. Download the Boycat App
Use the Boycat app to scan and avoid brands that are complicit in injustice. This includes those that support apartheid, military campaigns, and human rights violations.
📲 Download Boycat today.
4. Protect Your Digital Privacy
Some of these companies fund surveillance technologies that have been used to target activists. Stay protected online.
🛡️ Get BuycatVPN – a zero-logs, ethical VPN built by the Boycat community to keep your data safe.
🗣️ Final Word
Saucony wants to present this as a celebration of fitness and perseverance. But their sponsorship is not innocent. It is an endorsement of occupation, war, and propaganda.
As long as Saucony supports apartheid, they should not be on our feet.
📚 Sources
- Jerusalem Post coverage
- Jerusalem Marathon official website
- Times of Israel
- UN Reports on East Jerusalem
- UNGA Resolution 2334
- ICJ preliminary ruling on genocide risk (January 2024)