In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

Swimming is more than just a sport – it’s a life skill, but confidence in the water isn’t universal. By providing free swimming lessons to underserved youth in the US, Tankproof is working to overcome some of the barriers Black and Latine people face when it comes to getting in the water.

Across the world, women are looking to build strength over aesthetic fitness, something that's being reflected in popular culture. Netflix's 2023 films on deep-sea diving and long-distance swimming speak to women rewriting the script for female-focused exercise and workout regimes.

Adidas has partnered with Soul Cap to release a swim cap range for all hair types, promoting greater diversity and inclusion in the sport. Following FINA’s approval of Soul Caps in competitive swimming, this is an example of how brands can help break down social barriers in the pool.

Endurance sports have long been considered to be male-dominated arenas and none more so than high-powered triathlons. Traditional Ironman events have seen a growing popularity among women keen to challenge themselves while enabling them to enjoy a sense of camaraderie and community through exercise.