Sportswear in Israel

PROSPECTS

Sports trend driven by healthy living

Sportswear growth continues to be driven by the rising interest and participation in sport. Official marathons attract more participants each year and new marathons are launched.

Cancellation of customs tax contributes to decline in prices

In mid-2017, the Ministry of Finance cancelled customs taxes on footwear, aiming to lower prices for the final consumer. This cancellation is valid until the end of 2018, after which the Ministry of Finance will examine its effectiveness and decide if it will also be enforced thereafter.

Sports retailers develop shopping experience to counter online retailers

Sports retailers are also combating the growth of international online retailers by developing the shopping experience and encouraging all-round engagement in the brand and product. Retail chains employ older, more experienced salespeople who engage in sports themselves and are able to provide consumers with professional advice, not only on sports footwear and apparel but also on a variety of other accessories to complement their workout.

COMPETITIVE LANDSCAPE

Nike leads sportswear

Nike ranks first in sportswear, closely followed by adidas. Nike is widely distributed, with over 20 mono-brand stores all over the country, and is also offered by multi-brand sports retailers.

Internet retailing grows due to price gaps

Internet retailing is particularly strong in sportswear as consumers can easily try on items in stores and order them later online from international online retailers, whose prices are usually much more competitive. Sports footwear is relatively expensive and therefore the price gap is larger in comparison with overseas retailers.

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