Rebel and Adidas roll out limited-edition venture

Rebel has partnered with Adidas to launch the ‘Lifeline Collection’, a limited-edition range raising funds for Lifeline. 

All profits from the collection will be donated to the crisis and suicide prevention service, with Adidas also donating $1 for every adidas product sold at Rebel this month. 

The campaign is fronted by Rebel ambassador and Australian Matildas athlete Mary Fowler. 

“Mental health is close to my heart, and through this campaign, I’m grateful for the opportunity to use my platform to raise awareness for a cause that impacts so many people,” she said.

The Lifeline collection includes a t-shirt, drink bottle, bucket hat, socks, soccer ball, basketball, high bounce ball and yo-yo incorporating designs by Melbourne artist Brolga.

The collection features Brolga's prints, with the artwork drawing on physical activities that can improve mental health each day - skateboarding, tennis, running and everyday movement.

Rebel MD Gary Williams said the brand's ongoing partnership with Lifeline has seen over $1.7 million raised in donations to date. 

“At Rebel, we want to normalise conversations about mental health and ensure Aussies know they’re not alone. We know participating in sport can be transformative to physical and mental wellbeing, and at rebel we are proud to provide Aussies with the tools they need to get active.

"With the support of adidas, this partnership takes this a step further – empowering shoppers to make a real change by donating to Lifeline and spreading awareness about the benefits of exercise for the mind and body.”

Adidas Pacific GM Steve Castledine said the partnership has two core purposes. 

“With this collaboration we want to raise awareness for Lifeline and the issue of mental health in Australia and most importantly, raise money for Lifeline and the work they do by the sale of the collection and Adidas products.

"We want the conversation around mental health to happen naturally so that those who are suffering feel comfortable to talk about it with those who care for them the most.”