The international sports and lifestyle brand PUMA continues to expand in Israel and is launching a new flagship store at the Big Fashion Glilot complex, with an investment of about NIS 1M. The store is based on the brand’s latest retail concept, FIELD OF PLAY, which brings for the first time in Israel an innovative shopping experience combining sports, fashion, and culture.
The new concept offers an intuitive and dynamic shopping experience divided into two main content worlds: Performance and sport style. This division allows customers to move naturally between professional sports equipment and trendy fashion items, creating a direct connection between performance, lifestyle, and culture.
The store provides a full 360° brand experience, with over 400 models catering to all target audiences and age groups - from advanced running shoes to up-to-date fashion collections and international collaborations.
According to Roni Irani, co-owner of FACTORY 54, this is a strategic move: “We are bringing for the first time the FIELD OF PLAY concept, which represents the way the brand operates globally - a connection between sports, performance, and fashion under one roof. This is not just a store - it is a complete brand experience.”
Between Performance and Fashion
In the sports segment, Puma presents its technological innovation in running, training, basketball, and football. Among other things, the collaboration with HYROX stands out - an international fitness competition that is gaining momentum.
Within this framework, the PUMA x HYROX collection is offered, designed for functional training that combines running, strength, and endurance. In addition, advanced technologies are showcased alongside popular models. In football, professional models can be found, including the FUTURE series associated with Neymar, as well as official jerseys from leading clubs.
In the fashion world, the store presents up-to-date collections with an emphasis on global trends, including the SPEEDCAT and H-STREET models. The campaign for the model is led by pop star ROSE, representing the connection between fashion, culture, and sports.
In addition, collaborations with international brands and special lines are displayed. The store is also expected to be updated regularly with new collections and future collaborations - including in the children’s segment.
The price range in the store is between NIS 39.90 and NIS 1,399.90.