While many sports have struggled due to the pandemic, golf has boomed. What has allowed it to thrive amid social restrictions? And how might other factors, such as the rise of sports betting and golf-based entertainment venues, play into its growth, especially among younger audiences?

Aiming to move away from the belief that golf is snobby, fashion brand Manors is shifting perceptions of what the sport can be. As the allure of middle-class glam diminishes, people want more inclusivity in high-brow sports, creating opportunities for brands to remix classics for the everyman.

With people hesitant to get active and take up sports, Nike is trying to reframe perceptions around sport by shifting away from elite-athlete and tournament-focused narratives. Instead, it’s highlighting the fun and joyful aspects of sport with a campaign that celebrates failure.

A subscription-based platform catering to those interested in women’s sport, Glorious is exploring all aspects of female athleticism, with a high production value and content that spans niche and popular interests. It’s tapping into a seldom-served part of the market: lovers of women’s sport.