For many, Nike's 30th anniversary campaign for its "Just Do It" motto may be considered a brave piece of socially conscious advertising from the sportswear giant. But for others, it's yet another form of corporate 'woke washing' – virtue signaling on an industrial scale, which more often than not, is insincere.

Nike's ‘Dream Crazier’ advert spotlights the criticisms women in sport regularly experience. By challenging the gender bias that female professionals face and celebrating their passion and achievements, it encourages all women to set their sights higher and break barriers.

From record viewing figures and specifically-designed World Cup kits to high-profile sponsorship deals with the likes of Barclays and Nike, a seismic shift is underway in women’s football. What’s driving this momentum and what are the emerging opportunities around the women’s game?

Whenever a brand decides to refresh its image with a new logo, user interface, or partnership, it inevitably attracts condemnation from some quarters. But why do people care about such shifts in position? Canvas8 spoke to Tarje Gaustad, a professor at Kristiania University College, to find out.