The Story Behind Rookie USA


Created in 2011, Rookie USA is an online-based kids only, a multi-branded premium retail destination that is based in South Africa. Ranging from apparel to accessories to footwear, Rookie USA offers South African consumers a collection of iconic international brands including Converse, Nike, Jordan, Hurley and Levis. Rookie USA caters for South African children aged 0-20, and provides a complete online premium kid’s retail experience.

Supported by a seamless omnichannel experience Rookie USA is global, local and social.


Our Brands
Converse Kids
Independent, bold and adventurous, the Converse kid challenges the status quo with their confidence, creativity, and individualism. A creative explorer at heart, they unleash their creativity through physical action and social expression and thus require a wardrobe that allows them to do so. Without compromising on fit, comfort or style, Converse Kids successfully provides durable basics with a twist that allow children to experience the world in all its excitement and diversity.


The Nike kid’s unlimited potential and contagious energy represent the future through performance and lifestyle. With wardrobe pieces that provide for kids’ needs of functionality and self-expression, while reflecting their vibrant attitude and courageous spirit, Nike Kids empowers kids to achieve the extraordinary. Nike gets kids active, early.


Little legends in training are equipped to focus on their goals and dreams with the confidence, comfort, fashionability, and quality that come with every item from Jordan Kids. The Jordan kid lives for the game and actively participates in lively sports. With an awareness of Michael Jordan’s acclaimed status, the Jordan kid strives for the same success, either as a student or as a fan of the sporting legend. This highly dynamic child requires a wardrobe that both reflects their fashionable taste and supports their active lifestyle.


Hurley Kids brings a range of cool board shorts, graphic tees and more to style out your young surfer and prepare them for sessions ahead.


Levi's® kids clothes offer the same relaxed, casual style you expect from America's denim leader. Discover Levi's® clothes & jeans for kids today.

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