Rebel Sport champions Kiwi running in new ‘It all starts here’ brand campaign via FEDERATION

CB Exclusive – Independent creative agency FEDERATION has launched its first campaign for major retailer Rebel Sport, with a nationwide summer brand platform that champions running in all its forms.

Launching this week, Rebel Sport’s new, fully-integrated ‘It all starts here’ campaign hits TV, Out Of Home, in-store, crm and social channels, tapping into New Zealand’s unique running culture.

Says Caylie Honeycombe, Head of Brand at Rebel Sport, ‘’New Zealand is a nation of runners. For Rebel Sport, our role isn’t just about personal bests and training for marathons, it’s also about inclusivity and being there for all the everyday Kiwis who want to give running a go.’’

Says Honeycombe: “We chose to work with FEDERATION for their creative appeal and energy to Rebel Sport’s summer running focus. It’s been a brilliant and easy collaboration from the word go. Their team have worked seamlessly with our own internal creative and production teams, helping us bring the story of running to life in a way that’s emotional, relatable, and uniquely Kiwi and across all our customer touchpoints.”

Says Brad Collett, Chief Creative Officer at FEDERATION: “At the heart of the campaign is that shared belief of New Zealanders, that Sport is for everyone and running is for all of us. For the dreamers, the triers, and especially the ones who aren’t running to win. This insight, combined with the truism that it was a Kiwi, Arthur Lydiard, who invented the concept of jogging, helped sparked the idea, ‘It all starts here’. Rebel is the spark that turns a jog into a sprint, and your first try at running into a triumph.

The campaign has come to life with Director James Anderson, to deliver a suite of fully-integrated campaign assets and content including 30”, 15” and multiple 6” films, as well as creative for OOH, digital, in-store and social media.

Adds Collett: “We’ve been both collaborative and nimble in bringing this one together, even pulling in friends and family to feature in the production, to add authenticity and a sense of community.”

The campaign beautifully captures the journey of running across generations, with the film opening on a young girl learning to tie her shoelaces for the very first time and closing with an experienced runner hitting their stride. In between, it showcases the many ways Kiwis take to the pavement, reinforcing how easy, healthy, and rewarding it is to simply get out there and run.

The bespoke soundtrack also plays a starring role. Peter Van der Fluit at Liquid Studios reimagined an iconic children’s rhythm, weaving the familiar shoelace rhyme “Bunny Ears” into something beautifully modern and uplifting. The result is a catchy and inspiring score that ties the story together and makes the campaign as memorable a listen as it is to watch.

Says Olly Walker-Boden, Managing Director at FEDERATION: “As a retailer with a strong emphasis on customer touchpoints, every part of this campaign has been about driving inclusivity, energy, and joy. All the things that make sport such a unifying part of Kiwi life. We’re thrilled to kick off our partnership with the Rebel Sport team with this great work.”

So whether it’s a jog around the block, a park run, or the first steps towards lacing up again, this summer, Rebel Sport and FEDERATION are reminding New Zealanders that we’re all runners.

Creative Agency: FEDERATION
Brad Collett
Bobbie McKay
Jono Fellet
Bernie Siolo
Olly Walker-Boden
Dan Bye
Heather Lee

Director: James Anderson
Production Company: Two Heads
Producer: Kate Olive
DOP: Clayton Carpinter
Colourist: Mikee Carpinter
Audio & Sound: Liquid Studios
Photographer: Sacha Stejko

Client: Rebel Sport NZ
Caylie Honeycombe
Naomi Vos
Lucy Moore
Toni Chase

Media Agency: Stanley Street Media