Yoga apparel brand lululemon has achieved record sales by employing a combination of scarcity marketing, fanatical sales teams and self-help teachings to create a cult-like following.

A gymnast, a wrestler and a badminton player were this year's stars of the Rio Olympics for India, and they share one thing in common – they are all women. Long dominated by men's cricket, these female athletes are helping to broaden the way sport is perceived in the country.

Gender equality is steadily improving in Saudi Arabia, but it's yet to impact sport – 73% of women in the country are physically inactive. Looking to challenge this status quo, Pepsi's latest advert for the region showcases successful female athletes, and encourages women to get exercising.

Nike has launched a sports hijab for female Muslim athletes. There's a huge market for modest sportswear, but responses are mixed. While some are delighted to be able to work out with a light and stretchable hijab that matches their trainers, others feel Nike is late on the uptake.