The transformative power of sport means something different to everyone

Although rebel is a well-known and established sports retailer, it aspires to stand for more.

As such, rebel developed their “Sport is Calling” proposition which launched in 2020. But they were looking to make this more meaningful, seeking a partner to help them drive the understanding behind the “Sport Is Calling” tagline, and the transformative power of sport.


Unpacking what sport means to Australians

To engage Australians with “Sport Is Calling”, we used key, relatable and recognisable Nine talent to create a call to arms, building on the rebel brand manifesto. Importantly, this wasn’t about professional athletes. We put the challenge out to the people of Australia to unpack what sport means to them – to tell us how sport calls out to them; how it lifts them up; how it shapes their day; and how it allows them to unwind.

A comprehensive, impactful, visually led cross-platform approach

Nine launched a network-wide competition, using Erin Molan and James Bracey, challenging Australians to tell us what sport means to them for the chance to win $20,000 cash. The cross-platform campaign was launched featuring a 30-second TVC, full wraps of the Sun-Herald and Sunday Age, an integrated segment in Sports Sunday, and home-page buyouts of our digital mastheads. 

The “Sport Is Calling” proposition will be rolled out in depth via integration within Sports Sunday, a sponsorship and bespoke segment in Weekend Today, native content across Wide World of Sports and Honey Coach,  plus continued media across broadcast and digital.

Whilst the Nine ecosystem features as the crux of the campaign, it has been amplified beyond this across regional television, rebel’s owned channels including eDMs, social media, and website, as well as in-store and talent-led social media.

To conclude the campaign, the competition winner’s story will be told via native content on 9Honey, inspiring more Australians to consider the transformative impact of sport and inspire more people to improve their lives through the power of sport.


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