Leading sports retailer, rebel has announced a new campaign in partnership with Lifeline to support the organisation’s goal of ending suicide in Australia.

In the lead-up to World Mental Health Day, rebel, along with its partners, are donating $1 from every product sold to raise funds for Lifeline.

Studies show that being physically active is associated with lower suicidal ideation, while meeting physical activity guidelines has shown to have a protective effect on a person’s suicidal risk.

Lifeline CEO, Colin Seery, said, “Australians have endured so much over the past few years, from natural disasters, a pandemic, through to cost of living pressures impacting us all. We’re seeing a significant increase in demand for Lifeline services across the board.”

He added: “This partnership not only raises vital funds to ensure we’re supporting Australians 24/7 over the platform which suits them best, it also highlights the incredibly positive impact that physical activity and sport can have on our mental health and wellbeing.”

In support of the campaign, CommBank Matildas stars and rebel ambassadors, Mary Fowler and Ellie Carpenter are sharing the impact that sport has had on their own mental health and wellbeing.

“I know firsthand the immense benefits sport, in particular team sport, can have on your mental health. Through my own challenges, I’ve been grateful to have sport as a key tool in managing my own mental wellbeing. I’m proud to partner with rebel, and use my voice to share my own mental health journey, in the hope that it will help others feel confident enough to do the same,” Fowler said.

rebel managing director, Gary Williams added, “Sport can be a transformative tool for our physical and mental health and wellbeing. We’re honoured to help our customers pursue their sporting passions while promoting the vital work that Lifeline does in supporting Australians when they need it most.”

The campaign runs until 10 October with $1 donated from every product sold at a rebel store or online during that period. Customers can also donate to Lifeline in store.