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Home About Us

About Us

Our Vision
To inspire all Australians to chase their sporting dreams and passions.
Where it began
In 1985 we opened our first rebel store in Bankstown, Southwest Sydney.
Today we’re Australia’s leading sports retailer offering the biggest range and the best global brands. With 160 stores across Australia our team is 6000 strong and together, we inspire all Australians to chase their sporting dreams and passions.
What we stand for
At rebel we believe in the transformative power of sport.
It’s more than fitness. It rises above competition, and it’s bigger than wellbeing. Sport is anything that gets you moving. We believe it can transform just about everything from building confidence to slam-dunking stress. Sport makes us the best version of ourselves, and the simplest way to express our thinking is this: Sport is calling.
Sport is for everyone
Diversity and inclusion are in our DNA.
No matter who you are or what you stand for, sport levels the playing field for everyone. You meet all walks of life playing sport, and that’s just the way we like it.
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Future Focus
The planet is calling.
We know that we have a huge responsibility for our planet, so we are taking steps. We provide recyclable packaging and use recycled content in selected products. Plus, we make it easier for customers with recycling bins for old shoes and equipment. We know there’s long way to go, which is why minimising our impact is a continuous work in progress.
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Community
Getting kids into the game.
We want to be a positive force in your local community, which is why rebel Rookies travel around the country to bring as many kids as possible the experience of a lifetime. They get to try out Aussie Rules, Rugby League and Football all in one day, with specialist-run clinics and exciting VIP guest appearances, including legendary players and coaches from each code.
Partners with Lifeline
Mental health is a team sport.
We believe the transformative power of sport helps uplift the lives of millions suffering from depression and anxiety. Nobody should have to face these opponents alone, so we’ve teamed up with Lifeline and called upon some of the world’s biggest sporting brands to raise much-needed funds for the important work they do.
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Ambassadors
We're very excited to announce that Ellie Carpenter and Mary Fowler have joined team rebel.
Read more about these rising women's football stars.
Brand Anthem

Sport.

It means something more
to the people of Australia.

A religion. A way-of-life.

Sport is in our blood.

It whispers to us in the morning:

Game day.

30 laps before breakfast.

Just to that tree.

From kids kicking torpedoes,
to last-minute goals at ‘The G'.

Sun Salutes,
to Downward Facing Dogs.

Cathy, Barty, Thorpie,
And cheering the green and gold.

Sport lives and breathes and
sweats here, day in, day out.

It's a modern day wonder drug.

Floods our body with endorphins.

Prescribed by doctors.

A stress reliever.

A problem solver.

A game changer.

It makes us feel new again.

It makes us feel like we belong.

At rebel, we believe in the
transformative power of Sport.

So, listen and you'll hear it.

In the living rooms, the streets,
the fields, the country...

Sport is Calling.