Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Caitlin Clark's meteoric rise in women's basketball is reshaping sports stardom. Her authentic approach and cross-industry appeal are challenging traditional narratives around fandom – influencing brand partnerships, and reflecting shifting audience values, particularly among young Americans.

Much of the conversation around professional sports is focused on how to stem the flow of fans away from live events and onto social media. The Savannah Bananas, an exhibition baseball team, is providing a blueprint for success – matching social media virality with sold-out stadiums.

Women’s basketball is experiencing a major boom. According to the WNBA, attendance and viewership are at an all-time high, as the league records its highest ticket sales in 26 years. As sports fandom continues to grow, brands can appeal to consumers by creating and sustaining equitable solutions.

Adidas has signed 16-year-old Kaleena Smith as its first high school women’s basketball NIL partner. The move reflects its commitment to the future of women’s sports, setting a precedent for a cultural shift toward greater inclusion and earlier investment in female talent.