Rebel Sport

Rebel - Boobs and Booty

Rebel Sport and The General Store approached Dashing with an opportunity to realise a new destination zone within Rebel stores to launch their bras and tights department.

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This location within the store brought together some of the major sports brands – such as Nike, Under Armour, Ell&Voo, and Adidas – into one defined area with visible sightlines to drive foot traffic to the zone. The activation was trialled across key stores and adapted to varying concepts, fixtures, and wall heights, testing different retail environments across Australia and monitoring the uplift in sales over six weeks.

Dashing produced and installed new perforated back walls with illuminated Boobs & Booty signage and lit-up shelves, with call-outs for each brand and product’s technical attributes. We converted existing gondolas with wood panelling and perforated inserts and delivered bespoke mannequin plinths with magnetic interchangeable graphics. For stores with high ceilings, we rigged and suspended a steel pelmet with highlighted signage and internal graphics showcasing the array of campaign imagery.

The campaign was a great success, attracting more foot traffic and increasing the average weekly sales by 10%. On the other hand, stores that did not have the activation installed had a smaller growth of 5%.

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