rebel has officially opened its first new rebel experience concept store in Queensland at Chermside, making it the fourth Australian concept store to be rolled out nationally, alongside Doncaster (VIC), Parramatta (NSW) and Miranda (NSW).

The Chermside store, much like its counterparts, showcases an elevated in-store experience to inspire customers, offering the latest global sporting looks and state-of-the-art technology, as well as incorporating interactive zones. The store has ‘the Home of Basketball’ where customers can shoot hoops against the backdrop of street art murals painted by local street artist James Small.

rebel Chermside also features an ‘Energy Zone’ that will bring to life the latest product each month including new Under Armour Project Rock clothing, as well as a ‘Running Zone’ where customers can test out their shoes on the treadmill with the help of rebel footwear experts, to ensure they are the right fit and style.

There is a focus on ‘her’ with women’s apparel taking centre stage at the store, which include ranges from smaller Australian brands such as Nimble and L’urv alongside global favourites, and ongoing collaborations with Australian influencers such as adidas x Steph Claire Smith.

rebel Chermside’s layout is easy to navigate, with sporting zones, animated screens, captivating visuals and dynamic displays to complement and showcase brands and products and bring the shopping experience to life.

The dedicated front of house team at rebel Chermside is made up of passionate experts from across a spectrum of sports, including training, running, football and basketball. Team members are armed with insider knowledge and expertise to advise customers on brands, product performance, style and fit.

rebel managing director, Gary Williams said the company’s vision is to inspire all Australians to chase their sporting dreams and passion, and the latest store is a testament to that vision.

“This is our fourth rebel concept store of this kind and we are excited to be rolling out this award-winning customer and store design into more states. We hope it inspires customers through a purpose-built sports store environment, including sporting experiences, exclusive products and rebel experts to help every step of the way.”

rebel Chermside opened its doors on Thursday 6 May with a ribbon-cutting ceremony to mark the occasion, DJs, NRLW and NRL Broncos players in attendance, as well as Libby Tricket MCing the event.