Ready, set, go: Rebel bets on interactivity in the store of the future

When the ribbon was cut in front of the new Rebel RCX store with local footy team Parramatta Eels in tow yesterday, it was clear that interactivity and experience are at the heart of the sporting giant’s store concept. Inside the 2500 sqm store in western Sydney, there was an excited frisson in the air as the DJ pumped cool beats through the speakers and kids shot hoops at the new Home of Basketball zone. The Parramatta Eels were playing a round of soccer at the indoor football pitch and teens