Makua Adimora is a behavioural analyst at Canvas8. After completing a bachelor's degree in chemical engineering, she shifted her focus to culture journalism. With a keen interest in music and culture, she has written for the likes of 

, and Al Jazeera, among others. In her spare time, she can be found overspending at Superdrug or writing about the new-school hip hop scene in Nigeria.

People are refusing to accept purpose-washing

Assertive Audiences

Germany

Citizenship

Sports

After more than 70 years, the German FA is ending its partnership with Adidas in favour of a lucrative Nike deal – but not without major backlash. The controversy highlights the emotional ties between football and national identity in Germany and the wider importance of heritage for sports fans.