Hapoel Jerusalem and Reebok Announce New Partnership!

Hapoel "Midtown" Jerusalem Basketball Club and global sports brand Reebok are pleased to announce a new partnership, under which Reebok will serve as the club's official apparel supplier for the 2026/27 season.

As part of the agreement, Reebok will provide the club's official apparel, including game uniforms, training gear, as well as a range of sportswear and fashion products.

The partnership connects Hapoel with one of the world's most iconic sports brands, renowned for its deep roots in the history and culture of basketball worldwide. Alongside its extensive international activity, Reebok also maintains a significant presence in the Israeli sports scene and has supported and partnered with sports clubs and major sporting events across the country for many years.

Oren Arielly, CEO of Hapoel Jerusalem: "We are very excited to begin a new chapter with Reebok. This is an international brand with a rich heritage in basketball, and from the very beginning, we felt there was a genuine desire to build a meaningful partnership.

One of the major advantages of our partnership with Reebok is the ability to design unique game uniforms, alongside the opportunity to launch additional kits and special editions throughout the season.

In addition, our partnership with Reebok will allow us to significantly expand our fashion and merchandise range, both for our players and our fans, and offer a wider selection of high-quality products at more attractive and accessible prices. This was particularly important to us following the feedback we received from our fans and the needs and preferences they shared with us along the way. We wanted to make sure that feedback was taken into account and, together with Reebok, build a merchandise range that better serves our fans. We are already looking forward to unveiling the products created through this partnership, which will also include our youth teams."

Peleg Nurani, CEO of Sport & More, Reebok's importer in Israel: "The partnership with Hapoel 'Midtown' Jerusalem is a natural and exciting one for us. Reebok has a long-standing heritage in sports, and basketball in particular, and partnerships with clubs and athletes have always been a significant part of the brand's DNA. We are proud to begin a new chapter in that tradition in Israel alongside a leading, successful club with an extraordinary fan base. For us, this partnership brings together two brands with strong identities, ambition and a genuine passion for sports, and we look forward to a successful season together."