Sporting retailer Rebel is launching ‘Score for Support’, a retail activation aimed at raising funds for Lifeline.
The activation will be held at Rebel’s Knox store in Victoria on October 8 next week. Shoppers can step up to the line and shoot free throws for a good cause. For every shot made, Rebel will donate $10 to Lifeline.
Rebel has also teamed up with Adidas to mark Mental Health Awareness Month this October. For every Adidas product sold at Rebel during the month, 5 per cent of each purchase price will be donated to Lifeline Australia. This has been capped at $300,000. Some exclusions apply, including Adidas Football, Adidas Fangear, and Adidas Accessories.
In addition, Rebel is launching a limited-edition Lifeline Collection, featuring artwork by Aaron Lowell Denton across a range of merchandise, from t-shirts to Hydrojugs and Budgy Smugglers. These items are currently available in Rebel stores nationwide, with 100% of profits from the collection sold in October 2025 being donated directly to Lifeline Australia.
New research commissioned by Lifeline shows nearly three-quarters of Australians (74 per cent) say regular physical activity helps improve their mental health, with over three in five (65 per cent) specifically citing stress reduction as a key benefit.
Rebel managing director Gary Williams hopes the sporting retailer’s ongoing partnership with Lifeline spurs Australians to take advantage of small moments of activity that can go a long way towards supporting their mental health.
“We know that even the smallest movements, whether it’s stepping outside for a walk or shooting hoops at a local park, can be transformative to physical and mental wellbeing,” Williams said. “Sport is support, so we’re excited to welcome the public to Rebel Knox to do their bit to help raise essential funds for Lifeline.”
Since 2020, Rebel has raised over $2.54 million for Lifeline. This has enabled Lifeline to answer more than 65,000 calls for help from Australians in crisis.
Lifeline Australia chair Professor Steve Moylan said he and his team are grateful to Rebel for helping start conversations on mental health.
“This event creates an important opportunity for the community to come together, get behind Australia’s leading suicide prevention and crisis organisation, and raise essential funds to ensure Lifeline can continue providing compassionate, 24/7 support across our phone, text and digital services,” Moylan said.
“By supporting the event, people can help break down stigma, raise awareness, and stand together as advocates for improved mental health and wellbeing for all Australians.”
Fronting the activation at Rebel Knox is Australian basketball star Andrew Gaze. He said he knows the power of simply grabbing a basketball, getting outside and shooting hoops.
“Sport doesn’t need to be an intense, organised game or a long run,” Gaze said. “Small movements can have a big impact.
“I’m looking forward to seeing Melburnians – and people right across the country – get behind this initiative, showing how something as simple as a free throw from the charity stripe can make a real difference for a charitable cause.”