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?

Women’s tennis is the most high-profile female sport in the world, with pro players earning more prize money and media attention than other female athletes. But what makes tennis so different from soccer or basketball for women? And how can other sports expand their appeal?

Virgil Abloh launched his Off-White x Nike collection at Paris fashion week. But rather than creating an athleisure range as many expected, the streetwear designer took his inspiration directly from the perfomance aspect of sports, in a bid to show how sport can empower women.

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?