Chinese sportswear giant ANTA is set to enter the Israeli market through a new joint venture between Israeli fashion retailers Castro-Hoodies Group and Renuar Group, marking a major expansion for the brand into a market dominated by global sportswear players.
The venture will invest about NIS 30 million (approximately US$8 million) in establishing ANTA’s Israeli business, including dedicated stores, an e-commerce operation and wholesale distribution. Commercial operations are expected to begin in 2027.
Under the structure announced this week, Castro-Hoodies will hold a 51% stake in the new subsidiary, while Renuar will own 39%. Israel Chen, a partner in sportswear importer ING, will hold the remaining 10% and is expected to become CEO of ANTA’s Israeli operations. The partners will jointly manage wholesale distribution, dedicated retail stores and the brand’s local online sales platform.
The development follows Castro-Hoodies’ signing of a five-year franchise agreement with ANTA Sports in July. The original agreement granted Castro the rights to distribute and sell ANTA in Israel, operate dedicated stores and establish a local website. The deal also includes an option to extend the agreement.
From Franchise Agreement to Joint Venture
Castro initially established a dedicated subsidiary to operate ANTA in Israel and had been considering bringing in partners for up to a 49% minority stake. The subsequent partnership with Renuar and Israel Chen has created the current ownership structure while leaving Castro with operational control.
The partnership also provides ANTA with an existing sportswear retail infrastructure. ING, which is jointly owned by Renuar and Israel Chen, has until recently been the Israeli franchisee for Swiss sportswear and footwear brand On.
Following the transfer of that business to another operator, ING’s stores, technology infrastructure and showrooms are expected to be adapted for ANTA, with the new venture acquiring rights to the retail locations and absorbing some employees and operational infrastructure.
Israel Chen, who helped introduce On to Israel and has experience developing international sports brands in the country, will lead ANTA’s local operation as CEO.
Castro-Hoodies CEO Yair Ohayon said the partners’ combined retail and sports-market experience would provide a strong foundation for bringing ANTA to Israeli consumers. Renuar CEO Serge Deri described the partnership as a natural continuation of the group’s relationship with Chen and said ANTA’s combination of fashion, technology and accessible pricing could create a new proposition in Israel’s sports market.
A Major Global Sportswear Player
ANTA arrives in Israel with considerable scale behind it. ANTA Sports reported record revenue of RMB80.22 billion (about US$11 billion) for 2025, up 13.3% year on year. The group said its estimated share of China’s sportswear market reached approximately 21.8%, while it remained among the world’s top three sportswear groups.
The ANTA brand itself generated RMB34.75 billion in revenue in 2025, an increase of 3.7%. The wider group also owns or operates a portfolio that includes FILA, DESCENTE, KOLON SPORT, MAIA ACTIVE and JACK WOLFSKIN, while its broader portfolio includes its interest in Amer Sports.
ANTA’s international footprint has also expanded substantially, with official store listings covering markets across Asia-Pacific, Europe and North America. The company has been pushing beyond its Chinese home market as part of its broader international growth strategy.
The Israeli launch therefore gives ANTA another foothold in an increasingly international retail network while giving Castro-Hoodies and Renuar an opportunity to build a new sportswear business around a major Chinese brand.
ANTA will enter a competitive Israeli sportswear market where Nike and Adidas have traditionally been major players, alongside Decathlon and a growing range of international and lower-priced brands. Israeli business media have identified the ability to differentiate ANTA through price, design and performance as one of the key challenges for the new venture.
For Castro-Hoodies, the move represents a strategic expansion into sportswear after its core fashion retail operations. The group has positioned the ANTA deal as a strategic move based on the belief that Israeli consumers are increasingly open to alternatives to the established global sports brands.
The NIS 30 million investment will cover the initial infrastructure required to establish the brand, including physical retail, digital commerce and wholesale distribution. The companies have not publicly disclosed a specific number of stores for the first phase, so the 2027 launch should currently be viewed as the start of a planned retail rollout rather than a confirmed store-count target.
With Castro retaining 51% of the operating company and Renuar taking 39%, the venture combines franchise rights secured from ANTA with local retail ownership and operating expertise. The model could give ANTA a relatively rapid route into Israel while allowing its local partners to leverage existing infrastructure and sportswear-market experience.
