What Rebel Group does

Rebel Group operates as Australia's national sports retailer under the brand "rebel" (also known as Rebel Sport), running a direct-to-consumer model through both an e-commerce platform (rebelsport.com.au) and a physical retail store network across Australia. The company serves individual consumers across three primary personas — women, men, and kids/youth — alongside a secondary sports fan segment, offering a comprehensive range of sports footwear, athletic clothing, accessories, fitness equipment, and officially licensed fan merchandise. Its fan merchandise section is powered through a partnership with Fanatics, covering domestic leagues (AFL, NRL, NBL, BBL) and international leagues (NBA, NFL, EPL, La Liga, Bundesliga, Serie A, Ligue 1, MLB, NHL, Formula 1).

The core technology is an e-commerce retail platform featuring integrated store locator, order tracking, and a loyalty program ("rebel Active"). The product catalog spans 30+ sports categories including running, training, football, basketball, cricket, golf, tennis, swimming, and netball, with brand partnerships including Nike, adidas, Puma, Under Armour, ASICS, New Balance, and the recently added Sweaty Betty. The business also offers add-on categories such as sports watches and activity trackers (including Apple Watch and Garmin) and headphones/speakers, plus digital and physical gift cards.

The business model is straightforward retail — one-time sales of sporting goods at unit pricing with a free delivery threshold of $150, complemented by a loyalty program (rebel Active) offering member-exclusive deals and early access to sales. Revenue is generated entirely through hardware sales via two domestic channels: a national e-commerce platform and physical retail stores. The company does not disclose revenue figures, headcount, ownership structure, founding date, management team, or any M&A activity in the provided source material. No app, public API, or AI capabilities are indicated.

Name

Rebel Group

Website

https://rebelsport.com.au

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Rebel Group is an Australian national sports retailer operating rebelsport.com.au and physical retail stores, selling footwear, clothing, accessories, fitness equipment, and licensed fan merchandise to women, men, kids, and sports fans across Australia.

Ownership category

akta.pro rank

Product category

Sports Retail

NAICS

Sporting Goods Retailers (45911)

akta.pro primary industry

Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

Keywords

• Sports retail
• Athletic footwear
• Sports apparel
• Fitness equipment
• Fan merchandise

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Sales: Revenue generated from one-time retail sales of sports footwear, clothing, accessories, and fitness equipment through both e-commerce and physical retail stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Rebel Group is a direct-to-consumer Australian sports retailer that sells sports footwear, athletic clothing, accessories, fitness equipment, sports equipment, and officially licensed fan merchandise through its e-commerce platform rebelsport.com.au and a national network of physical retail stores. It serves men, women, and kids with products spanning 30+ sports categories and carries major brands including Nike, adidas, Puma, Under Armour, ASICS, and New Balance.

Product overview

Rebel Sport is an Australian sports e-commerce retail platform offering a comprehensive range of sports footwear, clothing, accessories, fitness equipment, and fan merchandise. The platform operates as a single unified e-commerce website rather than a modular platform architecture. The core offering includes footwear across multiple sports (running, training, football, basketball, tennis, golf), clothing categories for activewear and sports performance, fitness equipment for home and commercial gyms, and officially licensed fan gear for major sports leagues. The business also offers a loyalty program (rebel Active) and gift cards as complementary services. The platform features products for men, women, and children across all categories.

Differentiator

Problem solved

Functional benefit

Products and services

• Footwear Sports footwear including running shoes, training shoes, trail shoes, sneakers, netball shoes, football boots, basketball shoes, walking shoes, tennis shoes, golf shoes, cricket shoes, slides and thongs for men, women, and children.
• Clothing Sports and athletic clothing including activewear, tees and tops, leggings, shorts, hoodies, sweatshirts, track pants, joggers, jackets, swimwear, underwear, compression wear, outdoor clothing, and maternity wear for men, women, and kids.
• Accessories Sports accessories including bags, caps, headphones, headbands, socks, watches and trackers, water bottles, sunglasses, outdoor gear, and sun protection products.
• Fitness Equipment Home and commercial fitness equipment including treadmills, exercise bikes, ellipticals, rowing machines, home gym equipment, weights, dumbbells, kettlebells, yoga mats, fitness accessories, recovery products, and boxing equipment.
• Fan Gear Official licensed fan merchandise for Australian leagues (AFL, NRL, NBL, BBL), international sports leagues (NBA, NFL, EPL, La Liga, Bundesliga, Serie A, Ligue 1, MLB, NHL), Formula 1, and national team merchandise.
• Sports Equipment Equipment for various sports including cricket bats and gear, tennis racquets, golf equipment, swimming gear, boxing equipment, cycling gear, hockey sticks, netball equipment, and team wear.
• rebel Active Loyalty Program Loyalty membership program offering exclusive deals, member-only offers, and early access to sales for registered rebel customers.
• Gift Cards Digital and physical gift cards available for purchase to give the gift of sport.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• FanaticscoreChannel Partner/ Reseller/ DistributorRebel partners with Fanatics to power their official fan gear merchandise section (Fangear). Fanatics provides the platform for official licensed merchandise from major sporting leagues and teams worldwide including AFL, NRL, NBA, NFL, EPL, and international sports.
• Sweaty BettyminorChannel Partner/ Reseller/ DistributorSweaty Betty is a new brand brought to rebel, featuring women's athletic apparel and footwear. The partnership expands rebel's women's activewear offerings.

Scale indicators1 record

Recent moves3 records

Expansion highlights4 records

Direct peers

• JD Sports: JD Sports is a leading global multi-brand sports and athleisure retailer operating physical stores and e-commerce across multiple geographies. Directly comparable to Rebel in product mix (footwear, apparel, fan merchandise), customer base (youth and family athletic consumers), and hybrid omni-channel model, though JD has significantly broader geographic reach across Europe and North America.
• Decathlon: Decathlon is a global sporting goods retailer offering equipment, apparel, and footwear across 70+ sports, with a meaningful Australian presence. Directly comparable to Rebel in category breadth, hybrid e-commerce + store model, and family-oriented sports consumer focus, though Decathlon increasingly competes on its own private-label brands rather than third-party brands.
• Foot Locker: Foot Locker is a global multi-brand athletic footwear and apparel retailer operating in Australia. Directly comparable to Rebel in its focus on premium athletic brands (Nike, adidas, Puma) and youth/streetwear positioning, though Foot Locker is more footwear-anchored and less diversified across fitness equipment and fan merchandise.
• Sports Direct (Frasers Group): Sports Direct is a leading multi-brand sporting goods retailer in the UK and Europe offering footwear, apparel, and equipment at mass-market prices. Directly comparable to Rebel in product mix and discount-led positioning, though primarily operating outside Australia and owned by the diversified Frasers Group.
• Lululemon: Lululemon is a premium athletic apparel retailer with strong Australian e-commerce and retail presence. Comparable to Rebel in athletic apparel focus, premium positioning, and women's activewear category expansion, though Lululemon operates a single-brand vertical model rather than Rebel's multi-brand marketplace approach.

Regional players

• Kathmandu: Kathmandu is a leading Australian outdoor and adventure apparel and equipment retailer. Comparable as an Australian omni-channel sports-adjacent retailer with an overlapping active-lifestyle customer base, though more focused on outdoor and travel categories rather than Rebel's broader team sports and fan merchandise positioning.
• Anaconda: Anaconda is an Australian mass-market outdoor, camping, and sporting goods retailer. Comparable as an Australian omni-channel sporting goods retailer serving similar value-conscious family consumers, with overlapping categories in fitness equipment, team sports gear, and active lifestyle apparel.
• The Iconic: The Iconic is one of Australia's largest online fashion and sports apparel retailers. Comparable as a leading Australian e-commerce apparel and footwear retailer carrying many of the same athletic brands as Rebel, though The Iconic is broader fashion-focused rather than Rebel-style sports specialization.

Broad incumbents

• Nike Direct: Nike's direct-to-consumer channels (Nike.com and Nike stores) are a major athletic brand's retail operations that compete with Rebel for premium athletic consumer share in Australia. Comparable as a premium athletic footwear and apparel retailer, though Nike benefits from brand-owner economics rather than multi-brand retailing.
• Amazon Australia: Amazon Australia is a broad e-commerce marketplace carrying athletic footwear, apparel, and equipment from many of the same brands as Rebel. Comparable as a competitor for online sporting goods share, though Amazon is a horizontal general-merchandise marketplace rather than a specialized sports retailer with curated brand experience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/RebelSport
• LinkedInlinkedin.com/company/rebel-sport

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rebel Group