Australian sporting retailer Rebel has launched a new flagship store at Melbourne Emporium.
With a 3,600 square metre footprint, it is the largest store in the Rebel portfolio.
The flagship follows on from Rebel’s rCX format, originally launched in 2020 with 15 stores opened by the end of FY23.
Key features of the new store include a rooftop NBA-sized basketball half-court, a yoga and wellness zone, a football boot ‘stadium’ installation and the ‘Rebel Fit Lab’ which includes 3D scanning and pressure plate technology.
The space also has interactive digital games in a ‘Football Zone’, where customers can play three digital games on the in-store footy field while trialing pairs of boots. It includes the AFL game ‘Take The Mark’ and soccer games ‘Top Bins’ and ‘Match the Footy’, developed by The General Store.
There is also a private shopping space for female shoppers called the ‘Fit Studio’, where they can browse bras, tights and accessories, with customisable lighting in the change rooms.
“The rebel flagship at Emporium Melbourne represents a new era for rebel’s physical stores,” Rebel GM of portfolio strategy Ryan Pittaway said. “It’s a hub where sporting enthusiasts can immerse themselves in the experience zones, play on the Stephen Curry Rooftop Court and browse the latest products from the world’s best sporting brands.
“It’s so much more than a retail destination, and we couldn’t be prouder to unveil it to the public and welcome eager fans in-store.”
Emporium Melbourne centre manager Gordon White called the new store a game-changer for the CBD.
"This location isn't just a store; it's a dynamic and interactive experience,” White said. “With this opening, Emporium Melbourne continues to evolve into a destination where key retail moments redefine the shopping landscape, ensuring every visit leaves a lasting and premium impression."
To mark the opening, Rebel is offering the first 85 customers who enter the store an $85 gift voucher, as well as a range of Spend & Save offers exclusive to the Emporium Melbourne store.
Rebel is also bringing in AFL, AFLW, NRL, soccer and basketball sporting talent in-store from November 30 to December 3.
From 4pm today (November 23), Rebel will launch a free Under Armour activation at the rooftop court, hosted by sports broadcaster Peter Hooley. Hooley will lead panel discussions with Under Armour and basketball athletes and personalities.
The event will also include dunking displays, competitions, a DJ, basketball trivia, and prize giveaways.