01 / REBEL SPORTHER Campaigns
rebel finds HER voice
Creative Strategy · Creative Concept · Copywriting
The brief
rebel Sport had a clear ambition: build a stronger, more meaningful connection with HER. The challenge wasn't simply to put more women's product into market. It was to create campaigns that understood the many ways HER relationship with movement could look, from serious training to everyday movement, style, sport and everything in between.
Across three interconnected campaigns, the brief was to establish a consistent HER point of view that could flex across product, destination and brand. From a major ambassador partnership to a new in-store destination and a hero product launch, every campaign needed to feel like part of the same world.
The strategy
HER doesn't move for one reason. She moves to compete, to feel good, to switch off, to challenge herself, to spend time with others and sometimes simply because she wants to get outside. The opportunity for rebel was to reflect that reality rather than reducing movement to performance or defining what an active lifestyle should look like.
The strategic idea was to put HER before the product. Product could enable the story, but it shouldn't always be the story. We wanted to create a world where performance, lifestyle and personal expression could sit comfortably together, giving HER the freedom to move in whatever way feels like hers. That thinking became the foundation for a distinct HER voice: confident, energetic, stylish and inclusive without becoming generic. It needed to flex from a major treadmill promotion to Nike Jordans and an entirely new activewear destination, while still feeling like the same brand speaking with a consistent point of view. The result was a creative system built around a simple principle: make HER feel something first, then give her a reason to care about the product.
Making movement feel possible.
The work
The team: Brooke Krumbeck (Copy Direction) & Paige Lawless (Art Direction)
Sweat and Reset | rebel x Kayla Itsines x NordicTrack
rebel's biggest ever offer on NordicTrack treadmills needed the commercial impact of a retail campaign, but we didn't want the product to be the entire story. Bringing together Kayla Itsines and NordicTrack, Sweat and Reset positioned movement as something HER could make her own. The campaign balanced the energy of a major fitness partnership with a more lifestyle-led view of training, showing that getting on the treadmill could be part of HER world rather than defining it.
As co-creative lead alongside Paige, I worked across the hero and short-form video, organic social, web, EDM and point of sale. The copy had to hold its own alongside one of Australia's most recognisable fitness personalities while keeping rebel's HER voice at the centre.
The result was a product-led sale campaign with a lifestyle mindset that exceeded sales targets.
The product
When it’s time to sell.
A straightforward offer built to convert, giving the product its moment without losing the campaign’s energy.
The lifestyle
When it’s time to inspire.
Kayla talks about how and why she uses a treadmill, shifting the focus from what the product does to what it can make people feel.
Your Moment, Your Move
rebel x Women's Nike Jordans
The brief was to bring rebel's HER direction back to its sporting roots, balancing style with athletic ability and showing the breadth of how HER moves. The campaign centred around three movement worlds: running, basketball and recreational movement. Rather than presenting one definition of an athlete, the creative showed different ways HER could move, compete and express herself.
As lead copywriter, I helped shape the campaign's overall message and establish the HER tone of voice that would carry forward into FIT Studio. Your Moment, Your Move became more than a campaign line. It gave HER permission to make movement personal. Working with Paige, we developed the hero video, social assets, web and email executions, creating a creative language that could stretch across sport, style and everyday movement without losing its point of view.
Movement that’s a lifestyle
Your Move, Your Fit
rebel FIT Studio
FIT Studio was rebel's new in-store and online destination for bras and tights. The challenge was to make it feel like a destination HER wanted to experience, not simply another product category. The name came from the marketing team. From there, we built the campaign world around Your Move, Your Fit, connecting what HER wears with how HER moves.
Working with Paige, we developed the creative end to end, from hero and core essentials videos through to in-store visual merchandising at Melbourne's Emporium, digital screens across other stores, the website landing page, social and EDM. The campaign extended the HER voice established through Your Moment, Your Move, creating a clear connection between movement, fit and personal style.
I also led the redevelopment of rebel's Sports Bra Fit Guide video script, updating the voiceover and supers to bring the practical content into the same HER world.
Brief to fitting room
FIT Studio started as a name on a brief and became rebel's most distinctive women's destination. The challenge was to build a creative world around it that made women feel like they were walking into something, not just shopping for something.
Finding the right fit
Finding the right sports bra is one of the most personal and most overlooked parts of a woman's kit. This video was built to change that. Developed as part of the FIT Studio campaign, the Sports Bra Fit Guide walks women through everything they need to know to find their perfect fit, in a tone that feels like a knowledgeable friend rather than a fitting room instruction manual. The voiceover and supers were fully rewritten to align with the HER tone of voice and speak authentically to today's audience, because the right bra should never be a guessing game.
Why it mattered
Across these three campaigns, the work was never just about selling product. It was about building a point of view. The HER tone of voice that came out of the Jordans campaign carried into FIT Studio and created something rare in retail: a consistent creative identity that a woman could recognise across every touchpoint, from a billboard to a fitting room.
The best moments in this work happened in the space between copy and design, where a line found its visual counterpart, or where an art direction decision pushed the copy to be sharper and more specific. That is the kind of creative collaboration these campaigns were built on, and it shows in every execution.
Copywriting · Creative Strategy · Creative Concept
rebel Sport HER campaigns