Sports Marketing Summit: ‘Sport is the antidote to a modern and stressful life’: How Rebel became more than ‘the place you go to buy your gear’
Rebel needed to become more than just the place to grab sporting gear during the back-to-school rush – so they decided to shift what sports means to a sports-mad nation.
It’s easy to be inspired during a sporting match. Not surprisingly, sporting gear retailers like Rebel will see sales spikes at all the usual times: AFL finals, during the back-to-school rush, or when the Olympics prompts an Olympic-sized burst of enthusiasm. But what about the rest of the year?
As Ella Goldberg, account director, at The Monkeys explained during the opening session at Thursday’s Mumbrella Sports Marketing Summit, the challenge for Rebel was to become more than “the place you go to buy your gear.”
“We needed to be more than that, we needed to be the home of sport,” Goldberg explains, “and we needed people to come consistently, to make sure that our brand was not just peaking at those key moments throughout the year, but we had this steady sort of ownership of what that is, and ultimately drive that participation.”
