For many, Nike's 30th anniversary campaign for its "Just Do It" motto may be considered a brave piece of socially conscious advertising from the sportswear giant. But for others, it's yet another form of corporate 'woke washing' – virtue signaling on an industrial scale, which more often than not, is insincere.

Between diplomatic concerns ahead of the World Cup in Russia, human rights abuses in 2022 host nation Qatar, and allegations of corruption within FIFA, the beautiful game has plenty of problems. But how is football being used to tackle social issues and bring communities together in Britain?

Nike's ‘Dream Crazier’ advert spotlights the criticisms women in sport regularly experience. By challenging the gender bias that female professionals face and celebrating their passion and achievements, it encourages all women to set their sights higher and break barriers.

With chants like ‘We can see you holding hands’ and ‘Does your boyfriend know you're here?’ still heard at stadiums across the UK, football isn't quite as inclusive as the leagues, clubs and sponsors might suggest. How are LGBTQ teams and fan groups helping to change this culture within the sport?