HITIQ Limited is set to introduce its PROTEQT™ concussion management system through rebel, Australia's largest sporting goods retailer, marking a strategic entry into mainstream consumer retail channels starting January 2026.
- PROTEQT™ to launch in select rebel stores and online platform in January 2026
- Partnership with Shock Doctor supports production and retail expertise
- Entry into mainstream retail complements existing elite sports applications
- Targets peak demand periods for contact and collision sports in Australia
- Retail launch leverages rebel’s extensive network and trusted brand
HITIQ's Retail Debut with rebel
HITIQ Limited (ASX, HIQ) is taking a significant step in its commercialisation journey by launching its PROTEQT™ concussion management system through rebel, Australia's leading sporting goods retailer. Scheduled for January 2026, this retail introduction marks the company’s first major foray into mainstream consumer channels, expanding beyond its established presence in elite sports.
PROTEQT™, a smart mouthguard technology co-developed with Shock Doctor, offers real-time head impact data and analytics designed to enhance athlete safety. By partnering with rebel, which boasts a nationwide network of stores and a robust online platform, HITIQ aims to reach a broad spectrum of athletes, from community participants to competitive players, across popular contact sports such as rugby league, rugby union, Australian rules football, and hockey.
Strategic Partnership and Market Positioning
The collaboration with Shock Doctor has been pivotal, providing HITIQ with both production capacity and retail distribution expertise. This partnership ensures that HITIQ can meet anticipated demand while leveraging Shock Doctor’s established credentials in sports protection products.
HITIQ’s Executive Chair, Earl Eddings, highlighted the milestone nature of this retail launch, emphasizing the opportunity to validate the consumer value proposition of PROTEQT™ through a trusted retail partner. Rebel’s market leadership and category expertise offer a strong platform to introduce smart mouthguard technology to a wider Australian sports market, complementing HITIQ’s existing direct-to-consumer sales channels.
Market Opportunity and Timing
The timing of the launch is strategic, aligning with the lead-up to the 2026 contact and collision sports seasons in Australia. This period typically sees heightened demand for protective sports equipment, positioning PROTEQT™ to capture attention among safety-conscious athletes and parents.
Growing awareness around concussion risks, driven by ongoing research and media coverage, has increased acceptance of premium safety products in Australian sports markets. Regulatory momentum focusing on athlete safety protocols further supports the adoption of technologies like PROTEQT™.
Looking Ahead
HITIQ’s retail launch through rebel represents a foundational step toward scaling consumer adoption and expanding distribution. The company is developing scalable production and distribution capabilities to support growth not only in Australia but also in international markets. This move could pave the way for additional retail partnerships and broader market penetration in the near future.
Bottom Line?
HITIQ’s entry into mainstream retail via rebel sets the stage for broader consumer adoption of concussion safety technology, but execution and market response will be key to sustaining momentum.
Questions in the middle?
- How quickly will PROTEQT™ gain traction among community-level athletes and parents?
- What sales volumes and revenue growth can HITIQ realistically expect from this retail launch?
- Will HITIQ expand retail partnerships beyond rebel to accelerate national and international reach?