Rebel

Australia

Rebel, one of Australia’s largest sports and equipment chains, aspired to become the undisputed leader in performance enhancement. Partnering with Nike, they came to us for a store design that would put them on the path.

According to Watt’s research, people love shopping for sports equipment. They take their time, slowly moving from one decision to the next, working towards the ultimate discovery: that special product that will take their performance to the next level. Watt transformed this insight into a physical shopping journey, placing zones throughout the store that guides shoppers through the decision-making process. The path-to-purchase was further enhanced with product innovation information and storytelling to maximize the enjoyment factor.

Our design won Retailer Awards for Customer Experience of the year and Store Design of the year with Nike sales increasing 20% YOY.