Businessman Avi Kabili is bringing American clothing manufacturer Weatherproof to Israel.
The company, which specializes in outerwear, has been an official sponsor of the New York Yankees since 2009 and has run its infamous five-second commercial during the Super Bowl, the Grammy Awards and the Academy Awards.
Weatherproof got its biggest exposure earlier this year when US President Barack Obama was photographed with one of the brand's coats in front of the Great Wall of China.
Following negotiations which lasted more than a year, the company decided to grant its marketing franchise to Kabili's Simple company, which is an authorized supplier of the IDF and Israel Police. Simple is in talks to sell the products in the Wertheimer Sport chain.
The American company also owns the Fahrenheit 32 brand, which includes – in addition to coats – sophisticated thermal clothing which will also be imported by Simple.
Weatherproof also operates a network marketing clothes to students in US colleges and universities. The company, which is Jewish-owned, has an annual sales turnover of some $500 million.
The company's arrival in Israel is surprising on the backdrop of the slowdown in the foreign fashion brands market.
"Simple is not a regular fashion company," says Kabili. "The outdoor clothing industry is less affected by fashion trends and the risks are significantly smaller."