Sporting retailer rebel has announced the launch of the first episode of its content series #MyProvingGround.
Developed in conjunction with video content agency (and B&T‘s Emerging Agency of the Year for 2017) Emotive, the concept sees some of the top athletes in Australia attempting to conquer new sports arenas.
From gruelling CrossFit circuits to epic feats of strength, the online video series features elite sportsmen and women pushing their outermost limits as they compete in unfamiliar territories, and by doing so encourage people to go out and conquer their own ‘proving grounds’.
Episode one takes us to the ultimate in fitness environments – The CrossFit arena. NRL powerhouse Sam Burgess and AFL star Alex Rance pairs with CrossFit champs Tia-Clair Toomey and Rob Forte in a physical battle to prove that they have what it takes to compete in CrossFit.
The hero episode is followed up with a special AFL versus NRL battle – a two-minute endurance test that sees these dominant sporting codes go head-to-head.
Luke Brocklehurst, creative director at rebel, said: “Every athlete has a physical place that is their personal proving ground; the space where they test their limits to see whether they’ve got it or they don’t.
“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.”
Emotive CEO Simon Joyce said: “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 #MyProvingGround series is rolling out across YouTube, Facebook, Instagram and Twitter via the talents’ social channels and rebel’s digital assets. Episode two will be released early in the new year.