It’s not a foot fetish, it’s just all about the trainers. Ladies trainers. Pam Pam is a sneaker store set to open in London’s East end. Not limited to footwear, the women-only store promises to stock all an athletic girl could want to accessorise – from jewellery to gym equipment.

Yoga apparel brand lululemon has achieved record sales by employing a combination of scarcity marketing, fanatical sales teams and self-help teachings to create a cult-like following.

Now that athleisure is a bona fide style movement, you can fashionably leave your house in yoga pants. Whether we like it or not, this trend is here to stay, as Americans have gotten too comfortable in their socially acceptable sweats to give them up anytime soon.

For many lads in the UK, football is key to their upbringing. More than half a billion people watched the FA Cup final in 2013 – sports fans are a formidable group. But are rampant misogyny, hooliganism, and heavy drinking really the hallmarks of a modern footy fan?