Hapoel Jerusalem shifts gears: New collaboration with global brand Reebok
Reebok will provide the official clothing package for the Hapoel Jerusalem basketball club, including game uniforms, training gear, and a variety of sports and fashion products. Oren Arieli, the club's CEO: "The connection with Reebok will allow us to significantly expand the line of fashion products and merchandise, both for the players and for the fans."
The Hapoel "Midtown" Jerusalem basketball club and the international sports company Reebok announce today (Monday) a new collaboration, under which Reebok will serve as the official clothing supplier for the club in the 2026/27 season.
As part of the agreement, Reebok will provide the club's official clothing package, including game uniforms, training gear, and a variety of sports and fashion products.
This collaboration connects Hapoel with one of the most iconic sports brands in the world, identified with the history and culture of global basketball. Alongside its extensive international activity, Reebok also maintains a significant presence in the Israeli sports arena, and for many years has been a partner and supporter of sports clubs and major sporting events across the country.
"A merchandise offering that will provide a broader response to our fans"
Oren Arieli, the club's CEO, stated:
"We are very happy to open a new chapter with Reebok. This is an international brand with a legacy in the basketball world, and from the first moment, we felt there was a genuine desire here to build a meaningful partnership. One of the significant advantages of the collaboration with Reebok is the ability to design unique game uniforms, alongside the possibility of launching special sets and editions (Special Edition) throughout the season. In addition, the connection with Reebok will allow us to significantly expand the line of fashion products and merchandise, both for the players and for the fans, and to offer a wider variety of quality items at more attractive and accessible prices. This was especially important to us following the feedback we received from the fans and the wishes and needs they raised to us along the way. It was important for us to take this feedback into account and build, together with Reebok, a merchandise offering that will provide a broader response to our fans. We are already waiting to reveal to them the products of the collaboration, which will also include the youth departments."
"A connection between two brands with a strong identity, ambition, and a true passion for sports"
Peleg Nurani, CEO of Sport & More, the importer of Reebok in Israel, noted:
"The connection with Hapoel 'Midtown' Jerusalem is natural and exciting for us. Reebok has a long-standing legacy in the world of sports and in basketball in particular, and collaborations with clubs and athletes have always been a significant part of the brand's DNA. We are proud to open a new chapter in this tradition in Israel, alongside a leading, successful club with an outstanding fan base. From our perspective, this is a connection between two brands with a strong identity, ambition, and a true passion for sports, and we look forward to a successful joint season."
