Women’s tennis is the most high-profile female sport in the world, with pro players earning more prize money and media attention than other female athletes. But what makes tennis so different from soccer or basketball for women? And how can other sports expand their appeal?

To win over female customers, sports brands are presenting exercise as a way to get physically – and mentally – stronger. Women are bypassing gyms, and opting for wilderness adventures instead. What drives this shift in behaviour and how does it affect the way women perceive themselves?

Girl Guides has long been empowering young women by equipping them with valuable skills and building their confidence. Now, it's looking to tackle gender stereotypes in wider society after its research found that they're affecting the life choices of girls as young as seven.

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.