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Rebel is an Australian and New Zealand sport equipment and related apparel chain.

Rebel Sport Limited
Founded1985; 34 years ago (1985) in Sydney
HeadquartersLidcombe, New South Wales,
Australia / New Zealand
ProductsSporting goods
OwnerSuper Retail Group (AU)
Briscoe Group (NZ)[1]

Archer CapitalEdit

Archer Capital acquired Amart in 2004.[2] 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 compliment Amart. Rowe & Jarman became known as Amart.[2][3][4] In 2007, the private equity firm acquired Rebel Sports and consolidated its sports retail businesses into it.[2]

Super Retail Group LimitedEdit

In Australia, Rebel Group Limited was taken over by Super Retail Group Limited in 2011.[2] The company stocks a number of well known international brands including, Under Armour, ASICS, Adidas, and Nike. As a group, Rebel Sport (aka rebel) has more than 90 stores across Australia, and employ over 4,500 employees.[5] In 2012, Rebel Sport dropped the word "sport" from its name and adopted a new logo and black and yellow branding.[6]

New ZealandEdit

Like its sister nameplate Briscoes, Rebel Sport is comparable in size to a medium size discount department store. The chain does have a lowest price guarantee, although its unique duopoly position in the market allows it to stock a relatively high-end range while providing wider appeal through a calendar crammed with discount sale promotions.

In 2005, a deal collapsed between Briscoe Group and Lane Walker Rudkin (LWR), owners of the Stirling Sports, which would have seen Briscoe buy out the Stirling franchise. Following this, LWR announced plans to launch several large format stores across the country, beginning with a store in Christchurch, which it opened in mid-2006.


After Stirling's big box launch, Rebel sport began a new marketing campaign targeting a wider audience from their traditional club-orientated team sport audience. The company continued their aggressive expansion programme, launching several smaller-format stores such as Napier and Taupo to allow branches to reach further into provincial areas.


On 25 November 2015, Rebel signed on as Women's Big Bash League's naming rights sponsor.[7] Rebel Sport will also become the official online retail store of Cricket Australia.[8]

Briscoe Group has previously owned the naming rights to the New Zealand segment of the Super 14 rugby union competition, which was branded the Rebel Sport Super 14.[9][10]


  1. ^
  2. ^ a b c d "AscendiaRetail". Retrieved 28 February 2016.
  3. ^ "Harvey staying out of the buy-out reveals much about Archer's shot at Rebel". The Age. Retrieved 28 February 2016.
  4. ^ Speedy, Blair (18 October 2011). "Super Retail looks to expand after Rebel buy". The Australian. Retrieved 28 February 2016.
  5. ^ "About Us – rebel". Retrieved 28 February 2016.
  6. ^ "Rebel rebrands to black and yellow to tackle premium market". Marketing Magazine. 3 December 2012. Archived from the original on 16 January 2019. Retrieved 16 January 2019.
  7. ^ "rebel throws support behind Women's BBL". Retrieved 28 February 2016.
  8. ^ "rebel throws support behind Women's BBL". Retrieved 28 February 2016.
  9. ^ "Rebel Sport a winner". Stuff. Retrieved 28 February 2016.
  10. ^

External linksEdit