METUCHEN, NJ — Rebel Licensing, formerly Be Well Brands, today announced its rebrand and expanded strategic focus, serving sport + niche consumer brands. Founded in 2020 by CEO Rachel Leber, the agency has spent six years helping brands use merchandise as a strategic tool to tell their story, stay culturally relevant, and generate revenue.

The rebrand marks a deliberate evolution — from supporting purpose-driven and female sports properties to a broader mandate as a strategic licensing partner for sport + niche lifestyle companies. Rebel Licensing specifically targets brands that are underrepresented in the licensing space yet carry passionate, highly engaged audiences. The opportunity: turn that audience energy into product that deepens brand relevance and drives real revenue.

“While our business has evolved over the years, our belief in the power of licensed merchandise has remained the same. The best merchandise programs don’t just generate revenue — they create emotional connections, tell a brand story, and turn audiences into brand micro-influencers.” — Rachel Leber, CEO, Rebel Licensing

At the center of everything the agency does is the Rebel Playbook — a proprietary four-step framework built around audience insight, white space identification, product launches designed to spark conversation, and programs that generate both revenue and lasting cultural relevance.

The results speak for themselves. For The Zamboni Company, the Rebel Playbook delivered

477% licensed revenue growth in the first four years and viral coverage on the TODAY Show, ESPN, and TikTok — all with zero paid media. For the U.S. Soccer Federation, collaborations timed to international tournaments sold out in minutes and generated millions in organic social impressions.

About Rebel Licensing
Rebel Licensing is a female-owned licensing agency that uses licensed merchandise as a strategic marketing tool to drive revenue and create cultural relevance. The agency is guided by four core values — empowering women, thinking outside the box, challenging the norm, and getting results — and brings those values to every client engagement. Past and current clients include the U.S. Soccer Federation, The Zamboni Company, Major League Soccer, Men in Blazers, Athletes Unlimited, and more. The team brings 20+ years of experience across sports, entertainment, and consumer products. Rebel Licensing is headquartered in Metuchen, NJ.