Rebel Sport launches new ‘It All Starts Here’ brand platform via Stanley St.


When it comes to grassroots sports – it all starts at Rebel Sport. This is the new positioning in the sports retailer’s latest brand campaign created by Stanley St.


As New Zealand’s ‘Home of Sport’ and the leading retailer of sporting goods, Rebel has seen a lot of firsts. From first soccer balls to first basketball hoops, Rebel has been at the beginning of young Kiwis’ sporting journeys for 28 years – encouraging them to have a go, and firing up their love for the game.

Says Anna Yates, executive creative director at Stanley Street: “Rebel doesn’t just sell the latest name-brand gear – they provide exciting possibilities to try a new sport, or rekindle the passion for an old one. With this platform we want to inspire young Kiwis and their families to walk into a Rebel store and think about where that ball, or those boots, can take them.”

Says Liz Hanrahan, head of marketing at Briscoe Group: “With our strong focus on supporting grassroots sport in New Zealand, ‘It all starts here’ is the perfect platform to show that no matter what your sporting goals are, Rebel has your back. Which is why we made sure to use real up and coming sporting stars in these ads as well – after all, they’re the ones putting in the hard work each and every day.”

The next 30” ad in the series will be released in the lead up to summer.

Rebel Sport launches new ‘It All Starts Here’ brand platform via Stanley St.

Client: Rebel Sport New Zealand

Creative Agency: Stanley St
Executive Creative Director: Anna Yates
Senior Art Director: Sam Henderson
Copywriter: Slade MacDonald
Head of Design: Nathan Chambers
Social Senior Account Manager: Olivia Jackson
Business Director: Sophie Te Kani-McQueen
Account Manager: Denyse Chan
Scott Allan – Joint Head of Media
Arlene Sisarich – Planning Director

Director: Andy Morton
Executive Producer: Sage Haggart
Senior Producer: Renate Tauetau
Producer: Xanthe Price
Sound Design: Zed Williams
Editor: Ben Marshall