The only way I can describe the first Sydney rebel rcx store is, an endorphin chaser’s dream. Be it cricket, soccer, basketball, even yoga, the notion of shopping for new sportswear has been made refreshingly different, more interactive and exciting thanks to the retailer’s new home in the heart of Parramatta. Paving the way for experiential retail just like it, ICON took a tour through the huge space and let me tell you, it’s worth the drive from the city.
Following rebel Sport’s new tag line, ‘Sport Is Calling’, the new space aims for an elevated in-store experience and offers the latest in global sporting looks and state-of-the-art technology, as well as incorporating interactive zones with integrated virtual gaming. The store has “the Home of Basketball” where customers can shoot hoops and “the Home of Football” for the latest boots, balls and equipment, where soccer fans can also play the rebel football smash game.
Across 160 retail stores in Australia, rebel boasts a huge range of major sporting and lifestyle brands, including Nike, adidas, ASICS, Under Armour and more. The new rcx concept stores focuses on localised and global brand partnerships to showcase the latest products, including exclusive athleisure and performance clothing and equipment that isn’t available elsewhere in the rebel store network. This also includes coveted sneaker silhouettes such as the Nike Air Max 270 and Nike Zoom Vaporfly Next % footwear, LURV and Nimble women’s wear, and Lebron Xvii Low and Lebron Xviii basketball footwear.
rebel rcx Parramatta also features a unique ‘Innovation Room’ reserved for showcasing game-changing products from global sporting and tech brands. In addition, the space includes a personalisation are where currently, customers of the Lebron 18 basketball shoe is able to customise their own blank tee in-store.
“It is our vision to inspire all Australians to chase their sporting dreams and passion, and the rebel Parramatta store is a testament to that vision,” said Gary Williams, rebel Managing Director. “rebel rcx Parramatta is the second rebel concept store of its kind. It is designed to inspire customers through a purpose-built sports store environment, including sporting experiences, exclusive products and rebel experts to help every step of the way.”
The space is more than a retail store or brick-and-mortar location – it has become a destination. rebel rcx Parramatta is open now. Visit 159 – 175 Church Street, Westfield Parramatta NSW 2150.