Rebel (company)

Rebel

Company type	Subsidiary
Industry	Retail
Predecessor	Rebel Sport
Founded	1985
Fate	Rebranded from Rebel Sport in 2012
Headquarters	Australia
Area served	Australia
Products	Sporting goods and apparel
Owner	Super Retail Group
Number of employees	6000+ (2024)
Parent	Super Retail Group

Rebel (previously known as Rebel Sport), presented as rebɘl, is a leading Australian retailer specializing in sporting goods and apparel, owned by the Super Retail Group. As of 2024, the company manages 159 outlets across Australia and employs more than 6,000 individuals.

Initial phase (1985–2001)

Established in 1985 with its inaugural store located in Bankstown, Rebel Sport entered the Australian Securities Exchange market in 1993.

Ownership under Harvey Norman (2001–2007)

In July 2001, ownership of Rebel Sport transferred to Harvey Norman.

Archer Capital era (2007–2011)

Archer Capital acquired Rebel Sport in 2007, bringing together several sports retail operations under one brand.

Integration into Super Retail Group (2011–present)

Since 2011, Rebel has been part of Super Retail Group’s collection of retail brands following its acquisition.

Rebel

The company rebranded from Rebel Sport to simply Rebel in 2012, eliminating "Sport" from its title and introducing a black and yellow emblem aimed at appealing to the upscale market segment.

Amart Sports

Amart Sports operated as a large-format sports retailer headquartered in Queensland.

Acquired by Archer Capital in 2004, Amart Sports was phased out in 2017 when its operations were consolidated into Rebel Sport to streamline the brand and reduce expenses.

Rowe & Jarman

Rowe & Jarman, a South Australian-based chain with stores across Western Australia, South Australia, Northern Territory, Victoria, and Tasmania, was also absorbed by Amart Sports under Archer Capital’s management to enhance its retail portfolio.

Brands

Rebel offers a selection of well-known global brands such as Nike, Asics, Adidas, Puma, and Under Armour.

Additionally, Ell & Voo is an activewear label owned by Rebel.

Sponsorship

On 25 November 2015, Rebel secured naming rights sponsorship for the Women's Big Bash League and became the official online retail partner for Cricket Australia. The company also supported the Rebel Sport Masters, a Tier 2 event on the Australasian PGA Tour held in New Zealand during January 2018.