It’s been a tough year for retail. While many large chains and retailers have had to close due to the pandemic and the popularity of online shopping, sporting goods chain Rebel is bucking the trend by investing in a new secondary physical retail offshoot, with the latest store opening in Parramatta this week.

Dubbed RCX (for Rebel Customer Experience), the concept store focuses on more interaction and immersion while shopping. The first RCX opened in Doncaster in Melbourne earlier this year.

There are zones dedicated to integrated virtual gaming; a “home of basketball” with hoops you can shoot (and murals by artist Shannon Boyd); and a “home of football” hub stocked with the latest boots, balls and equipment, with a free-to-play soccer smash game. The Innovation Room is home to state-of-the-art technology and top-of-the-line products from around the globe – at launch it’ll feature a showcase of products by LeBron James – anyone buying select items from the range will be able to customise a free blank tee. Plus, dedicated stylists will help you personalise your look based on your performance needs and aesthetic.

Broadsheet Access members get special tables at busy restaurants, tickets to exclusive events and discounts on food, coffee, brand offers and more.

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As at all of Rebel’s stores, you’ll find at-home gym equipment, activewear, footwear, fitness gear and equipment for sports such as football, basketball, cricket, tennis, netball and swimming.

The brand’s 160-plus retail stores all carry major activewear brands including Nike, Adidas, Asics and Under Armour, but the RCX stores will also stock exclusive items not found in the regular Rebel stores, such as the Nike Air Max 270 and Lebron XVII sneakers, and women’s activewear by Nimble and L’urv.

RCX Parramatta opens on Thursday October 22 at Westfield Parramatta, 159–175 Church Street, Parramatta.