As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Adidas’ ‘Impossible Is Nothing’ campaign aims to inspire and capture the loyalty of women by sharing inspiring stories and driving gender inclusivity. How can brands provide practical solutions to real-world challenges and address the barriers that women face in accessing sports?

Support for women's rugby is growing, however a uniform blunder left Harlequins Women playing in ill-fitting men’s kit during a match in late December 2021. Despite diversity efforts becoming more common, this incident shows how the spectre of the patriarchy persists in women’s sport.

Interest in women’s sport is on the rise. And despite men having previously gotten more attention, adidas is boosting its commitment to women and girls in sport. With a focus on people, products, and programmes, the brand is showing that grassroots investment is needed to rebalance the scales.

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.