Rebel is set to unveil its new Rebel rcx store concept at Westfield Parramatta next week.
The 2,500sqm store will feature elements including interactive zones with integrated virtual gaming as well as 'Home of' hubs throughout the store.
The Parramatta location will house a 'Home of Football' where shoppers can get boots, balls and equipment, while soccer fans can hang out and play Rebel's football smash game.
The store will also feature a 'Home of Basketball' hub where customers can shoot hoops against the backdrop of street art murals painted by Western Sydney artist, Shannon Boyd.
The new rcx store will also house an innovation room which will be reserved for showcasing cutting-edge products from global sporting and tech brands.
The Parramatta store is the second Rebel rcx store for the retailer, after it unveiled the first rcx concept store in Doncaster Victoria in March this year.