Exclusive sports & lifestyle distribution · Israel

Sport
& More

Driven by performance. Powered by brands. Shaping the future of sports in Israel.

Under Armour·Saucony·Reebok·Diadora·Merrell·Mikasa·Arena·Feetures

About us

Israel’s leading exclusive distributor of top sports & lifestyle brands

Spun off in 2025 from MGS, Israel’s largest sports retailer, Sport & More combines exclusive brand rights with nationwide retail, wholesale and partnership reach.

28Company-operated stores

30Holmes Place gyms with branded retail

1,000+Retail partners nationwide

4Successful, fast-growing e-commerce sites: Saucony, Under Armour, Reebok and multi-brand

Our reach

Nationwide reach across every channel

Own retail

28 stores: mono-brand Under Armour and Saucony stores, plus GetPro multi-brand stores that carry our brands exclusively.

Holmes Place

Exclusive partnership: branded retail presence in 30 gym centers across Israel.

Wholesale

Over 1,000 retailers, including Mashbir, Foot Locker, H&O and more.

MGS partnership

Exclusive retail agreement with our major shareholder, with significant shelf space in 100+ Mega Sport, Elitel and JD Sports stores.

E-commerce

Four successful, fast-growing online stores: Saucony, Under Armour, Reebok and a multi-brand site.

Sponsorship

Official sponsor of the Israel Football national teams, leading sports clubs in Israel and key sports events.

Our brands

Eight global brands, represented exclusively in Israel

Apparel & footwear

Running

Fitness & lifestyle

Sport & heritage

Outdoor

Balls & team sports

Swim

Performance socks

Leadership & shareholders

Backed by leaders in Israeli retail, technology and sports

Chief Executive Officer

Peleg Norani

Over 30 years of experience in retail and wholesale. Formerly a senior executive at Israel’s leading companies in the field.

Technology distribution

Ayal Zylberman

One of Israel’s leading businessmen. Main and exclusive importer and distributor of major global brands, including Apple, HP, Dell, NVIDIA, Microsoft, TCL and more.

MGS · Sports retail

Gideon Molayev

Owner of Mega Sport, Israel’s largest sports retail chain, with over 100 stores across the country.

Sports brand distribution

Herzel Nasimi

Distributor of Nike in selected categories, such as teams and swim, as well as additional sports brands.

What drives us

Mission & vision

Mission

To empower movement, performance and lifestyle by bringing the world’s best sports and wellness brands to Israeli consumers through strategic retail, marketing and distribution excellence.

Vision

To be the most trusted and innovative brand partner in Israel’s sports and lifestyle market, driving growth, elevating brand presence and inspiring active living across every channel.

How we work

Our values

Brand partnership first

We treat every brand as a long-term partner, aligning global standards with local market expertise.

Excellence in execution

From logistics to retail to marketing, we deliver with precision, speed and quality.

Innovation & agility

We adapt quickly to market trends and consumer behavior, always staying ahead of the curve.