Sports retailer rebel has partnered with The Monkeys, part of Accenture Song, to launch a new brand campaign that highlight the transformative power of sport in the lives of everyday Australians.

The campaign builds on the 'Sport Is Calling' brand platform established in 2020. It launches weeks ahead of the Paris Olympics, encouraging Australians to embark on their own sporting journeys.

"Brendan and Sinead’s stories demonstrate rebel’s belief that sport can be the catalyst for incredible change and growth in our lives. Not just physically, but mentally too," said rebel GM eCommerce & Marketing, Rosemary Martin.

The campaign features a series of films directed by Finch’s Christopher Nelius, showcasing the sporting journeys of individuals from diverse backgrounds. Among those featured are outback grazier Brendan Cullen and Olympian Sinead Diver, whose personal stories embody the transformative impact of sport.

The Monkeys creative director, Adam Slater, said: "Sport really is stranger than fiction. Whether it’s a farmer who dealt with a drought by swimming laps of the dam, or a 47-year-old I.T professional turned national record holder, we’ve loved unearthing the best sports stories Australia has never heard of."

The Monkeys handled creative for the campaign, with production by Finch, post-production by Heckler and sounds by Squeak E. Clean Studios.