Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Women are significantly less likely to ride a bike than men, citing personal safety and driver behaviour as two of their biggest concerns. Liv Cycling works to demystify the sport, educate beginners, and create a supportive community to encourage everyone to give cycling a try.

Blanket messaging can only go so far when it comes to brand engagement. As the desire for more intimate styles of interaction grows, Nike is launching its NbG app with the aim of bringing exclusive content, community, and drops to women, cutting through the noise of their newsfeeds.

Interest in female sports is on the rise – the growing number of female sporting leagues and teams is a testament to that. In a largely male-dominated landscape, TOGETHXR is putting the spotlight on female athletes, paving the way for the next generation of sports fans to find role models in women.

Traditionally relegated to the role of casual or soft, female fans have long been marginalised. As interest in women's sports grows, will the industry start catering to them? Canvas8 spoke to sports expert Dr. Stacey Pope to find out why female fandom represents such an exciting opportunity for brands.