Rebel Rebel


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“You’ve got your mother in a whirl / She’s not sure if you’re a boy or girl.”
David Bowie, Rebel Rebel
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In a nation of low-key sports retailers, Rebel Sport is the brand name that sticks in the mind of many Australians looking for cricket bats and tennis balls; a phenomenon  leveraged this week by the people in charge. “We don’t need the ‘Sport’ anymore,” exclaimed management after nearly three decades, and so it is gone; the company name reduced to half the title from my favourite David Bowie song.
Rebel Sport has officially undergone an extensive re-branding of their logo, slogan, website, retail fit outs and uniforms after 27 years of sticking to their dated sans serifs badge which sat well next to JB Hi-Fi stores back in the late 80s.
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With a simple and sleek logo courtesy of Sydney design gurus Hulsbosch, Rebel have launched their new branding with a bigger emphasis on the ladies, whilst emphatically ditching their old ‘blokey’ image, even removing one of the blokiest words in the Australian lexicon: ‘sport’. While eyeing off the success of yoga mum-attracting retailers like Lorna Jane and Lululemon, Rebel has decided that it wants to be more feminine in the long run.
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A range of crisp new marketing shots seizes upon the ‘be’ in Rebel (see above): Men are told to be hard, clever, competitive and sharp, whereas women can be confident, proud, and the best they can. I guess after spending a fortune on market research, we know definitively what the Australian man and woman aspire to be right before they enter a sport store.
Sarcasm aside, we’re big fans of the rebranding Hulsbosch have done, and the combative ‘e’ vs ‘e’ of the logo. It is dynamite brand rejuvenation, and we look forward to checking out the new stores. 




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