Everything you need for sport
Rebel Sport (rebelsport.co.nz) earns a Brand Analyzer score of 79 out of 100, placing it in the Brand-Ready tier among E-commerce brands, Sports & Fitness brands. Among 3960 E-commerce brands analyzed, Rebel Sport ranks in the 69th percentile (category average 73, leader 97). The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark. Dimension scores: Name Quality 88/100, Digital Presence 94/100, Visual Identity 90/100, Messaging Clarity 95/100, Trust Foundation 77/100, AI Discoverability 82/100, Brand Authority 45/100.
Rebel Sport is a New Zealand-based online and in-store sporting goods retailer offering a wide range of sports equipment and apparel for all skill levels. Founded in 1985 and headquartered in Silverwater, it positions itself as a go-to destination for sports enthusiasts, athletes, and fitness lovers, supported by a loyalty program that provides cash back rewards to members. The brand emphasizes accessibility to quality sporting goods for a broad customer base.
| Brand Name | Rebel Sport |
|---|---|
| Domain | rebelsport.co.nz |
| Industry | E-commerce, Sports & Fitness |
| Founded | 1985 |
| Headquarters | Silverwater |
| Main Competitors | Torpedo7 (85/100), Stirling Sports (77/100), Decathlon, The Warehouse (73/100), Kathmandu (86/100) |
Moz Domain Authority 39/100 vs category average 38 / leader 95 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #162,591 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
Rebel Sport has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Rebel Sport has a huge range of sporting goods & sports equipment for everyone. Order online & we" (Meta description: 18 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, og:title, og:description, og:type, Twitter cards, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt mentions GPTBot, ChatGPT-User, ClaudeBot, Google-Extended, PerplexityBot - all allowed - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Social footprint: verified profiles on X (Twitter), Instagram, YouTube; no detected presence on LinkedIn, Facebook, GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Rebel Sport scores 61/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Rebel Sport has a moderate AI-visibility profile at 61/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (68/100) and its weakest is trust (48/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #162,591 (Tranco). The main gaps holding it back: a low Moz Domain Authority of 39/100. In a live check, Claude could already identify Rebel Sport from memory (August 2026) - a sign these signals are paying off.
Live results from asking a general-purpose AI assistant about the brand, checked August 2026.
When asked "What is Rebel Sport?", Claude could identify the brand as of August 2026. Rebel Sport is a major New Zealand (and Australian) sporting goods retailer selling sports apparel, footwear, fitness equipment, and outdoor gear both in physical stores and online. Best known for Being a large chain sporting goods and sportswear retailer across Australia and New Zealand.
When asked "Best brands similar to Rebel Sport?", Claude would recommend Rebel Sport as of August 2026. It's one of the biggest and most recognizable sporting goods retailers in NZ/Australia, so it would naturally come up when discussing similar brands.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Rebel Sport's main competitors include Torpedo7 (85/100), Stirling Sports, Decathlon, The Warehouse, Kathmandu (86/100). These companies compete in the E-commerce space for similar customers, offering comparable products or services.
Sources: Brand Analyzer scan
Rebel Sport and Kathmandu are competitors in E-commerce. Brand Analyzer scores Rebel Sport at 79/100 and Kathmandu at 86/100. They target overlapping audiences; the right choice depends on your specific needs and priorities.
Sources: Brand Analyzer scan
Popular alternatives to Rebel Sport include Torpedo7 (85/100), Stirling Sports, Decathlon, The Warehouse, Kathmandu (86/100). Each is an established option in the E-commerce space; the best fit depends on your specific needs, budget, and required features.
Sources: Brand Analyzer scan
Rebel Sport has moderate AI-search visibility, scoring 61/100 on Brand Analyzer's AI visibility composite (visibility 68, trust 48, recommendation 63). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Rebel Sport official site
Rebel Sport was founded in 1985. Rebel Sport operates in the E-commerce category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Rebel Sport is headquartered in Silverwater. Rebel Sport operates in the E-commerce category.
Sources: Wikidata
Rebel Sport scores 63/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest E-commerce options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Rebel Sport official site
Rebel Sport sells sporting goods and equipment for a variety of sports and fitness activities, catering to different skill levels from beginners to serious athletes. It operates both an e-commerce platform and physical retail stores, providing customers with the ability to shop online or in person. Additionally, the company runs a loyalty program that offers members cash back on their purchases, encouraging repeat business.
Sources: Rebel Sport official site
Rebel Sport can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Rebel Sport official site
Rebel Sport offers a wide range of sporting goods and equipment designed for various sports and fitness activities, suitable for all skill levels. Products are available both online and in physical stores, and the company also provides a loyalty program that gives members cash back on their purchases, adding value beyond just the products themselves.
Sources: Rebel Sport official site
Rebel Sport's customer base includes sports enthusiasts, athletes, and everyday fitness lovers in New Zealand who are looking for quality sporting goods and equipment. The brand caters to individuals across different skill levels, from casual fitness participants to more serious athletes, seeking a broad selection of sports-related products.
Sources: Rebel Sport official site
Rebel Sport is a sporting goods retailer operating in New Zealand, offering a wide range of sports equipment and apparel through both online and physical stores. It was founded in 1985 and is headquartered in Silverwater. The brand is described as an Australian leisure and sporting goods retail chain, extending its operations to serve New Zealand customers.
Sources: Rebel Sport official site
Ranked closest to Rebel Sport: Provogue (79/100), Printful (79/100), RedShelf (79/100), Rock Bottom Golf (79/100).
A step up - brands to learn from: Yogamatters (81/100), Yiftee (81/100).
Category leader: IONOS (97/100).