Castro Group Secures License to Launch Chinese Sports Brand ANTA in Israel

Castro-Hodis Group announced on Monday a five-year licensing agreement with Chinese sports company ANTA Sports to distribute and market the brand in Israel. The deal includes wholesale distribution rights, opening dedicated stores, and establishing a local online platform, with a total investment estimated at around 30 million shekels. Operations are expected to commence in 2027.

As part of the agreement, Castro-Hodis is considering bringing in partners to hold up to 49% in a dedicated subsidiary formed to manage the ANTA brand in Israel. The group is also negotiating lease rights for retail locations and preparing to integrate infrastructure and staff. Upon completion of the initial term, Castro-Hodis will have the first option to extend the agreement, contingent on meeting performance targets.

ANTA is one of China's largest sports companies, publicly traded in Hong Kong with a market value of approximately 26 billion dollars. It operates over 10,000 stores in China and about 250 outlets internationally. In 2025, ANTA reported revenues of around 11.6 billion dollars. The company owns Finnish brand Amer Sports, which includes Salomon, Wilson, Arc’teryx, and Peak Performance, and recently acquired a 29% stake in German sportswear giant Puma, becoming its largest shareholder.

For Castro-Hodis, this move represents an effort to expand beyond its core local fashion business into the growing but competitive Israeli sports and lifestyle market. ANTA will enter a market dominated by established players such as Nike (owned by Fox Group), Adidas (Electra Consumer Products and the Zalkind family), and Decathlon, alongside parallel imports and lower-priced brands that exert pricing pressure.

The main challenge for Castro-Hodis will be to successfully introduce and differentiate the relatively unfamiliar Chinese brand to Israeli consumers through pricing, design, or performance. This investment comes amid challenging first-quarter financial results for Castro-Hodis, though similar declines have also affected competitors like Fox Group’s Nike brand. The scale of this agreement suggests it is part of a broader strategic plan rather than a short-term reaction to recent difficulties.