Sports icon Stephen Curry is using his social media following and influence to spread WHO-endorsed health information during the COVID-19 pandemic. Younger generations look up to athletes, who are using their fame as platforms to disseminate accurate information.

With people hesitant to get active and take up sports, Nike is trying to reframe perceptions around sport by shifting away from elite-athlete and tournament-focused narratives. Instead, it’s highlighting the fun and joyful aspects of sport with a campaign that celebrates failure.

Tennis star Naomi Osaka’s exit from the French Open in the wake of a public disagreement over her press duties has re-ignited public discourse over mental health and the obligations of sports stars. The generational divide in reactions reflects a divide in beliefs about mental health.

A subscription-based platform catering to those interested in women’s sport, Glorious is exploring all aspects of female athleticism, with a high production value and content that spans niche and popular interests. It’s tapping into a seldom-served part of the market: lovers of women’s sport.