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About Us

The Vision
To inspire all Australians to chase their sporting dreams and passion.
Our History
We opened our first rebel sports store back in 1985 in Sydney’s South West at Bankstown.
Today, we’re Australia’s leading sports retailer offering the biggest range of the best brands. With 160 stores across Australia our team is 6,000 strong and together, we inspire all Australians to chase their sporting dreams and passions.
Insight
The pervasive stresses of modern life. In this always-on world, we never seem to be able to switch off.
Work follows us home. Pressure follows the kids home from school. Stress erodes our sense of control and self-determination, and our lives can quickly swing off balance. Sport is key to helping us regain them. Sport is physically and mentally good for us.
Purpose
Sport takes us to a new, more positive state of being.
It has the ability, no, the power to transform our ordinary everyday into something spectacular. Put simply, we exist to inspire, support and motivate people to transform their lives using the power of sport.
Position
We don’t just sell sports equipment, or the right gear for the right job (although that’s important too).
We’re in the business of transformation. We help kids to transform into confident kids. Build your teens’ self-esteem. Give adults me-time. Provide sanity. Whatever the need – we know sport is the answer.
The Values
At rebel, we believe it is all about values as well as skills...
We champion self-esteem, confidence, inclusivity, community, and believing in something bigger than yourself.
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.