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?

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.

Indian beauty ideals are changing – and gym culture is evolving as a result. International sportswear leaders and local ventures are battling to secure a chunk of the country’s athleisure sector, which is growing in tandem with female empowerment and health awareness.

There are over two million Instagram posts tagged with #gymselfie, and while the rise of athleisure has made it easy to look stylish when working out, many women also want to put their best face on. Pretty Athletic caters to this demand with skin care products specially made for fitness fans.