Rebel and global sports brand Adidas have collaborated to raise funds for Australian mental health organisation Lifeline.
The two sporting brands brought on Australian artist Mulga (Joel Moore) to design the ‘Lifeline Collab Collection’, a six-piece capsule including a t-shirt, a drink bottle, a cap, soccer ball, high bounce ball and tote bag.
100% of profits from sales of the collection will be donated to Lifeline to support its mission of an Australia free of suicide.
Adidas will also donate $1 for every Adidas product sold at Rebel from October 3 until October 31 to Lifeline. Rebel has also invited its customers to donate to Lifeline online and in any Rebel store Australia-wide throughout October.
“At Rebel, we want to normalise conversations about mental health and ensure Aussies know they’re not alone,” Rebel managing director Gary Williams said. “We know participating in sport can be transformative to physical and mental wellbeing, and at rebel we are proud to provide Aussies with the tools they need to get active.
“With the support of Adidas, this partnership takes this a step further – empowering shoppers to make a real change by donating to Lifeline and spreading awareness about the benefits of exercise for the mind and body.”
Lifeline CEO Colin Seery said there is increasing demand for Lifeline services across the board. The organisation operates a phone line, an SMS line and online chat 24 hours a day, seven days a week, alongside community-facing services.
“The Collab Collection will not only raise vital funds to ensure we’re supporting Australians anytime, anywhere, it also highlights the positive impact that physical activity and sport can have on our mental health and wellbeing,” Seery said.
Adidas general manager in the Pacific region Steve Castledine said the collaboration will raise both funds and awareness of Lifeline’s work.
“We want to normalise the conversation around mental health so that those that are suffering feel comfortable to talk about it with those that care for them the most,” Castledine said.
“At Adidas, we believe that sport has the power to change lives, including our own. The benefits of physical activity and the impact it has from playing sport and exercise grounds you and puts you in a more positive place.”
Rebel’s ongoing partnership with Lifeline has seen more than $1.19 million raised in donations in the past two years.