New Sports Brand Pop-Up Store Opens at Ofer Billu Center

The popular shopping complex, Ofer Billu Center, has launched a large-scale pop-up store by the ING Group. The new store, spanning 450 square meters, will operate until the end of October 2026 and will feature collections from international sports and lifestyle brands at attractive outlet prices. ING specializes in importing growing premium brands globally, with an emphasis on environmental consciousness and sustainability.

The temporary store will offer sought-after brands including Swiss running shoe giant ON Cloud, Brazilian footwear brand CARIUMA, Swedish quality brand CASALL for yoga and fitness apparel, and TROPICFEEL, specializing in technical gear and shoes for outdoor enthusiasts.

The pop-up promises significant price reductions, with men's and women's sports shoes starting at NIS 350. The apparel collection will include leggings from NIS 200 and sports bras or shirts starting at NIS 100.

Liron Haim, CEO of Ofer Billu Center, welcomed the new addition, stating, "We are pleased with the arrival of a leading international brand like ING, offering a modern shopping experience focused on quality, innovation, and style. This move enriches the wide mix of brands the complex offers our customers."

The new store joins other large retail outlets at Billu Center, reinforcing its position as a major consumer attraction. This follows the April 2026 opening of "Ronen Chen's" third outlet store in Israel at the same location, an investment of approximately NIS 300,000 aimed at making quality fashion items more accessible.