From record viewing figures and specifically-designed World Cup kits to high-profile sponsorship deals with the likes of Barclays and Nike, a seismic shift is underway in women’s football. What’s driving this momentum and what are the emerging opportunities around the women’s game?

To win over female customers, sports brands are presenting exercise as a way to get physically – and mentally – stronger. Women are bypassing gyms, and opting for wilderness adventures instead. What drives this shift in behaviour and how does it affect the way women perceive themselves?

Once considered to be violent, overly macho, and niche sporting experiences, combat sports such as boxing and MMA are becoming more and more popular. As people become increasingly stressed, they’re looking for a physical release. How can brands make the most of these experience hunters?

In honour of Breast Cancer Awareness Month, Stella McCartney x Adidas has released a mastectomy sports bra, one of the first of its kind to allow post-op women to return to sports. As body positivity takes on new meanings, people are looking to brands to empower them.