Once considered to be violent, overly macho, and niche sporting experiences, combat sports such as boxing and MMA are becoming more and more popular. As people become increasingly stressed, they’re looking for a physical release. How can brands make the most of these experience hunters?

Beauty brand Lux has launched a campaign starring South African athlete Caster Semenya, who was banned from competing in the Olympics because of her differences in sexual development. The brand is aligning with shifting attitudes to gender norms as people push for more inclusivity.

Everlast has refreshed its 'Be First' campaign by highlighting a range of athletes from different backgrounds, including a transgender boxer. The brand is hoping that by celebrating underrepresented groups and their contributions to sports, it will meet demands for more inclusivity in ads and the media.

With a greater value than the NBA, NFL, or any other professional world league, the American youth sports industry is a juggernaut. And while physical activity benefits a child’s body and brain, now it’s synonymous with big business. But what role do parents play in this burgeoning industry?