Marris Adikwu is a culture writer and a keen observer of consumer behaviour. She also writes short stories and reads anything she can get her hands on.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience. 

Personal Worlds

Benedict Ang is a senior fitness and nutrition coach at Total Shape, with years of experience as a personal trainer.

Michelle Justice is a yoga instructor, music, and video producer, and the founder of Nature Sound Retreat.

Global

United Kingdom

Media and Entertainment

Citizenship

Nielsen

Deloitte

The World of Chinese

Canvas8

WNBA

Euromonitor

UNESCO

Interview with Michelle Justice conducted by the author

Vogue

NWSL

Pink News

Out Sports

Gay Times

Statista

TIME

Yahoo

Campaign

New York Times

Independent

Wales Online

Seton Hall University

Interview with Benedict Ang conducted by the author

The Drum

Journal of Athletic Training

Women’s sport – and game-changing moments from female athletes – is on the rise. As viewership increases, women-led groups want safe spaces to support their favourite competitors. How are communities diversifying sport audiences and how can brands tap into the desire for harmonising activities?

Cultivate

Connection and Belonging

Values and Identity

How are female fans diversifying sports spaces?