rebel rcx Parramatta will knock your (sports) socks off

Run, run, run into rebel

If you’ve been looking at the state of retail and wondering what can be done to improve it, visit rebel rcx Parramatta, a 100% customer experience driven store designed, built and stocked with your needs as the shopper, in mind. 

Over 2500 square feet of premium retail space packed with the latest sporting equipment, clothing, footwear and interactive spaces is waiting for you at the new rebel rcx (rebel customer experience) in Westfield Parramatta. 

It is truly paving the way for the future of retail in Australia and following the success of the store in Melbourne’s Doncaster, Sydney’s Parramatta store has just opened. 

At rebel rcx, you are in for a fun and immersive experience bringing the joy back into looking for sport and fitness gear. No more trudging through the internet trying to find that yoga top that might be okay – here it’s a wonderland of women’s clothing, shoes and kit. There’s plenty for men too – but typically sports stores were bland and flouro lit designed to get a footy shirt and get the heck out again. This store, L&G, you can spend all day in. 

From football to basketball, running to yoga – it’s all in store

They’ve really thought of everything, even the changing rooms are a marvel in that you can select the lighting – from inside lights, to sunlight  – ensuring you look just the way you want in every possible situation. And rebel rcx have brought in a new role in a Performance Stylist, who will help you create a look based on your performance needs and personal style. At the very least, you’ll look like a professional. 

The store focuses on digital innovation, with interactive sporting zones, integrated virtual gaming animated screens, big visuals and dynamic displays – and creating an exciting experience to get you pumped and ready for the world of sport and fitness. Motivation is half the battle right? This place will give it to you in spades. 

The new rcx concept stores will focus on both localised and global brand partnerships to showcase the latest products, including exclusive athleisure and performance clothing and equipment that isn’t available elsewhere in the rebel store network such as Nike Air Max 270 and Nike Zoom Vaporfly Next% footwear, LURV and Nimble women’s wear, and Lebron Xvii Low and Lebron Xviii basketball footwear.

rebel rcx Parramatta will also feature a unique ‘Innovation Room’ reserved for showcasing game-changing products from global sporting and tech brands. For the launch there will be a focus on Lebron products, with anyone purchasing select items such as Lebron 18 basketball shoes able to customise their own blank tee in-store.

Rebel rcx parramatta
A performance stylist can help you achieve the fitness look you want

The store is clearly “the Home of Basketball” where you can shoot hoops against the backdrop of street art murals painted by Western Sydney artist, Shannon Boyd. It is also “the Home of Football” where shoppers can get the latest boots, balls and equipment, and soccer fans can hang out and play rebel football smash game.

You can try on sneakers and run in them – confirming you’re getting the best performance. You can also pick up your newest pair of street sneakers  – rebel rcx now includes day sneakers as well as sports sneakers – so you don’t need to walk any further for your shoe needs. 

Overall it’s a super fun experience for the beginner, and the pro, and will inspire you to try the equipment  – be it tech, clothing, footwear you need to enjoy your fitness pursuits across  running, fitness and training, football, basketball and children’s sports, as well as cricket, tennis, netball, swimming and yoga.

And if you don’t like sport or fitness – we encourage you to visit the store anyway – it’s a triumph in retail innovation. 

 Rebel Sport RCX is at Westfield Parramatta:
159-175 Church St, Parramatta NSW
Opening hours:
Mon – Fri: 10am – 5:30pm
Sat – Sun: 10:30am – 5pm

About the author

Michelle hails from the UK – but grew up with big flavours and spices thanks to her Singaporean Mum. International cuisine has always been part of Michelle’s life as she explored the world in the pursuit of delicious food and wine – along with a castle or two. Michelle now lives in Sydney after a lengthy stint in Brisbane (a city dear to her heart, which she visits frequently). She is letting her nose and palette be her guide as she discovers and shares exciting and delicious dining experiences. Michelle also loves, in equal measure, fashion, sunshine and puppies.


Born from a desire to perfect personal music listening, the Powerbeats Pro earphones are certainly stepping up the game. Even just opening the packaging brings drama as you peel back layers of packaging to find the metal earphones case.

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