rebel and adidas partner in Lifeline mental health campaign fronted by Mary Fowler

rebel - a leading sports retailer and principal partner of non-profit organisation Lifeline - has partnered with adidas to launch the ‘Lifeline Collection’ to raise awareness for Lifeline and the issue of mental health in Australia.

Fronting the campaign is rebel Ambassador and Australian Matildas’ player Mary Fowler, who is keen to use her platform to raise awareness of maintaining mental health through exercise.

With the tagline of ‘Mental Health is a Team Sport’, this campaign highlights how being active, playing sport and doing exercise benefits both your body and your mind – and team activities bring friendship, community and purpose.

100% of all profits from the collection will be donated to Lifeline to support its goal of ending suicide in Australia. adidas will also donate $1 for every adidas product sold at rebel from 1st – 31st October to Lifeline, and customers are invited to donate to Lifeline online or in any rebel store Australia-wide throughout October. All money raised will help ensure every Australian has access to 24-hour crisis support and suicide prevention services.

Fowler shared “Mental health is close to my heart, and through this rebel x adidas campaign I’m grateful for the opportunity to use my platform to raise awareness for a cause that impacts so many people.”

The rebel x Lifeline collection includes a t-shirt, drink bottle, bucket hat, socks, soccer ball, basketball, high bounce ball and yo-yo incorporating designs by Melbourne artist BROLGA, whose artwork features throughout rebel’s new flagship Emporium store. The collection features BROLGA’s iconic prints, with the artwork drawing on simple physical activities that can improve mental health each day - skateboarding, tennis, running and everyday movement.

rebel Managing Director, Gary Williams notes “at rebel, we want to normalise conversations about mental health and ensure Aussies know they’re not alone. We know participating in sport can be transformative to physical and mental wellbeing, and at rebel we are proud to provide Aussies with the tools they need to get active.

“With the support of adidas, this partnership takes this a step further – empowering shoppers to make a real change by donating to Lifeline and spreading awareness about the benefits of exercise for the mind and body.”

Lifeline Chief Executive Colin Seery shared “our partnership with rebel and the launch of the Lifeline Collection will raise vital funds to ensure Lifeline can support Australians anytime, anywhere in the way which suits them best – whether that is on the phone, online, or via text.

“This collaboration is all about building awareness, starting conversations and building confidence around reaching out for help when you are doing it tough – and encouraging others to do so as well.”

adidas General Manager - Pacific, Steve Castledine added “at adidas, we believe that sport has the power to change lives. The benefits of physical activity and the impact it has from playing sport and exercise grounds you and puts you in a more positive place. With this collaboration we want to raise awareness for Lifeline and the issue of mental health in Australia and most importantly, raise money for Lifeline and the work they do by the sale of the Collection and adidas products.

“We want the conversation around mental health to happen naturally so that those who are suffering feel comfortable to talk about it with those who care for them the most.”

rebel’s ongoing partnership with Lifeline has seen over $1.7million raised in donations to date, helping Lifeline bolster its service capability to handle approximately 1.3 million life-saving calls and messages.

For further information on the partnership or to shop the rebel x Lifeline collection, visit www.rebelsport.com.au/lifeline