Rebel (company)

For Rebel Sport in New Zealand, see Briscoes Group.

Rebel (formerly Rebel Sport) is an Australian sport equipment and related apparel chain. It is a subsidiary of Super Retail Group. The company has more than 160 stores across Australia and over 6,000 employees.^[1]

Rebel

Headquarters in Rhodes, New South Wales
Industry	Retail
Founded	1985; 40 years ago (1985)
Headquarters	Rhodes, New South Wales , Australia
Area served	Australia
Key people	Gary Williams (Managing Director)
Products	Sporting goods, leisure goods, sport apparel, footwear
Parent	Super Retail Group
Website	www.rebelsport.com.au

History

Rebel store in Stockland shopping centre, Rockhampton, Queensland, 2022

Rebel Sport was established in 1985 with its first store in Bankstown.^[2] After being listed on the Australian Securities Exchange in 1993,^[3] it was purchased by Harvey Norman in July 2001.^[4]

Archer Capital acquired Amart Sports in 2004.^[5] Amart was a big format sports store headquartered in Queensland. Archer Capital also merged its acquisitions of South Australian-based Rowe & Jarman, smaller format stores doing business in Western Australia, South Australia, Northern Territory, Victoria and Tasmania to complement Amart Sports. Rowe & Jarman became known as Amart Sports.^[5][6][7] In 2007, Archer Capital acquired Rebel Sport and consolidated its sports retail businesses into it.^{[citation needed]}

In 2011, Amart Sports was acquired by Super Retail Group.^[5] In 2017, the Amart Sports brand was discontinued and merged into the Rebel Sport brand.^{[8][9][10][11]} The merger was designed to allow a focus on a single sporting goods brand and reduce costs.

In 2012, Rebel Sport dropped the word "sport" from its name and adopted a new logo and black and yellow branding.^[12]

Brands

Rebel stocks a number of well known international brands, including Nike, Asics, Adidas, Puma and Under Armour.

Ell & Voo is an activewear brand owned by Rebel.^[13]

Sponsorships

On 25 November 2015, Rebel signed on as Women's Big Bash League's naming rights sponsor and also become the official online retail store of Cricket Australia.^[14] Rebel sponsored the Rebel Sport Masters, a Tier 2 golf tournament on the Australasian PGA Tour held in January 2018 at Wainui Golf Club, Wainui, New Zealand.