Rebel launches #MyProvingGround content series pitting athletes against each other

Sports retailer Rebel has launched a new content series with Emotive named #MyProvingGround.

The series features elite Australian athletes competing against each other as they endure difficult obstacle courses in different sports arenas.

Episode one is set in the “CrossFit arena” and features NRL’s Sam Burgess and AFL player Alex Rance who go head to head with CrossFit champions Tia-Clair Toomey and Rob Forte.

The episode is followed by a two minute endurance test which sees the NRL and AFL stars compete against each other.

Luke Brocklehurst, creative director at Rebel, said every athlete has their own personal “proving ground” and the content series aims to encourage everyday Australians to test their own limits.

“This new content series brings that idea to life by putting some of Australia’s top athletes into unexpected sporting arenas. It also provides a simple way to drive the rebel brand, highlighting that rebel has the best sports products to help conquer any proving ground, no matter what your passion.”

Simon Joyce, CEO at Emotive, added: “Rebel is on a mission to shift brand perception from a sports retailer to a sports partner. This passion point content allows rebel to shift the conversation and build a stronger emotional connection with their customers. We are thrilled to be working with them.”

The content series will be rolled out across YouTube, Facebook, Instagram and Twitter.


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