Blanket messaging can only go so far when it comes to brand engagement. As the desire for more intimate styles of interaction grows, Nike is launching its NbG app with the aim of bringing exclusive content, community, and drops to women, cutting through the noise of their newsfeeds.

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.

Traditionally relegated to the role of casual or soft, female fans have long been marginalised. As interest in women's sports grows, will the industry start catering to them? Canvas8 spoke to sports expert Dr. Stacey Pope to find out why female fandom represents such an exciting opportunity for brands.

More women may be taking part in sports but sexism is still rife in the industry. A study led by Monash University has identified acts of discrimination that women have faced in an Australian netball and football club over a period of six months, underscoring a need to tackle these issues.