Russia’s love affair with running has certainly been rocky: from being a virtually unheard of pastime in the nineties to a trend that swept the nation in the last few years. But has the running boom run its course in Russia or simply reached a new destination?

Anti-gay laws in Russia have marginalised the nation's LGBTQ community since 2013. But with the World Cup putting the nation on a global stage, Russian authorities are trying to present the state as an inclusive community by embracing the inclusive code of ethics FIFA says the sport embodies.

Young athletes often worry that their hours of invisible labour may not bear fruit, but a Nike ad is letting them know that their efforts are indeed noticed. The brand is reaching out to encourage Chinese high-school ballers to seize the day, and keep working hard at their passion.

‘Casual culture’ may once have been associated with the unsavoury side of football fandom, but big-name brands that previously would have nothing to do with the movement are now wanting a piece of the action. Why are both shoppers and luxury labels buying back into this cultural phenomenon?