Case Study: rebel – World Cup:
However You Cheer, We’ve Got the Gear
However You Cheer, We’ve Got the Gear
When the World Cup rolls around, everything gets louder—voices, colours, heart rates. But not every cheer sounds the same. rebel’s job? Make sure every fan, no matter where they’re from or how they chant, has the gear to show up proud.
However You Cheer, We’ve Got the Gear was a riotous celebration of fan culture—spanning languages, nations, and face paint. The campaign leaned all the way into exuberance, showing how the world game brings out national pride, musical instincts, and joyful absurdity in equal measure.
We opened on Coogee Beach—England fans in full strip, Cross of St George flying, faces painted, bellowing “England! England! England!” into the sea breeze.
Cut to a drum-thumping German chant in a back alley decked with bunting. Then to a bus packed with Brazilian fans—singing, laughing, thumping tambourines, and moving in a pulsing wave of yellow and green.
Finally, the money shot: a sun-drenched Aussie backyard barbecue. Shrimp on the grill. Beers in hand. Green and gold in every direction. As the camera pans, the inevitable chant rings out: “Aussie! Aussie! Aussie! Oi! Oi! Oi!”
The VO drives it home: However you cheer, we’ve got the gear.
Bright, inclusive, and built for social sharing, the campaign was designed to speak to everyone—from die-hard football fans to fair-weather supporters and families looking for a way to join in. By highlighting team strips, accessories, and face-paint-worthy merch, we made the rebel range the obvious choice for those wanting to wear their colours with pride.
From a behavioural lens, the campaign tapped into group identity, social proof, and emotional contagion—showing not just individual passion, but collective expression. When people see others like them gearing up, it creates a reinforcing loop of enthusiasm and intent.
Results:
46% uplift in team strip sales during the World Cup campaign window
4.3M views across TV, digital, social, and in-store screens
3.7x increase in branded content shares across multicultural social pages
Significant foot traffic lift to stores in urban and beachside metro locations
Ranked top for likeability and recall in campaign testing across Gen Z and millennial segments
Why it worked:
Because it didn’t just sell product—it celebrated belonging. However You Cheer reminded fans that pride comes in every language, and rebel is where you dress for the part.