Interest in women’s sport is on the rise. And despite men having previously gotten more attention, adidas is boosting its commitment to women and girls in sport. With a focus on people, products, and programmes, the brand is showing that grassroots investment is needed to rebalance the scales.

Many women have long struggled with the natural workings of their bodies, feeling physically, mentally, and emotionally burdened by their periods. British Olympic gold medallist Jessica Ennis-Hill has come up with a solution to help women turn their periods from a handicap into a strength.

Activity levels tend to taper off in later life, despite this being a key time for people to maintain their health and fitness. Aiming tackle self-consciousness among older women, UK activewear brand Now You See Me features luxury, breathable fabrics that are carefully curated to maintain comfort.

After decades of focusing on diet culture, women in Australia emerged from pandemic lockdowns with new priorities for their health and fitness. With women now valuing comfort and strength over pure aesthetics and thinness, what opportunities do these preferences present for brands?