Rebel has officially opened its new rcx concept store in Westfield Parramatta.
The store is the second of its kind in Australia and is the first in New South Wales.
Following a major expansion and rebrand, the new Rebel rcx Parramatta store showcases an elevated in-store experience, offering the latest in global sporting looks and state-of-the-art technology, as well as incorporating interactive zones with integrated virtual gaming.
Rebel MD Gary Williams said that the store is designed to inspire customers to pursue their sporting goals.
"It is our vision to inspire all Australians to chase their sporting dreams and passion, and the Rebel Parramatta store is a testament to that vision.
"Rebel rcx Parramatta is the second rebel concept store of its kind.
"It is designed to inspire customers through a purpose-built sports store environment, including sporting experiences, exclusive products and Rebel experts to help every step of the way," he said.
As reported by Ragtrader, the store features a range of 'The Home of' hubs where customers can access the latest products from their favourite sports including football and basketball.
Inclusive of all sporting activities, abilities and ages, the store houses products including at-home gym equipment, tech, clothing and footwear for running, fitness and training, football, basketball and children’s sports, as well as cricket, tennis, netball, swimming and yoga.
The store team is now also equipped with a dedicated Rebel 'performance stylist' who will create a personalised look for customers based on their performance needs and personal style.
Rebel rcx Parramatta also features an innovation room, reserved for showcasing new products from global sporting and tech brands.
Rebel intends to roll out the rcx concept across all key stores across Australia.
The first Rebel rcx store was unveiled at Doncaster, Victoria in March this year.
Scroll in the gallery above to view more images of the store.