The Big Ride for Palestine SA’s agreement with a sportswear manufacturer to create a jersey for its winter ride has been stymied by concern about its branding.

There is something quietly absurd about a cycling jersey becoming a flashpoint for corporate cowardice. Yet that is precisely what happened when an Australian sportswear manufacturer refused to produce a winter, long-sleeved jersey for the Big Ride for Palestine SA – a community cycling group raising awareness for peace in one of the world’s most devastating conflicts.

The design was, by any reasonable measure, unremarkable. It featured the Palestinian flag, the name of the ride, the logo of the Australian Friends of Palestine Association, and sponsorship acknowledgements from five trade unions. The words ‘Free Palestine’ appeared on the fabric. There was no mention of Israel. No mention of Zionism. No mention of Judaism. Just a flag, a slogan and a group of cyclists who wanted to wear their values on their sleeves – literally.

The sportswear manufacturer apparently found this intolerable. We didn’t receive a prompt or principled refusal. Instead, we were met with silence. Weeks passed after the design was finalised with the assistance of their own staff but with no confirmation of manufacturing details or payment arrangements. It was only when we followed up – chasing what should have been routine administrative steps – that the sportswear manufacturer’s position became a little clearer. The manufacturer cited difficulty with the........

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