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.

Lululemon is disrupting the saturated sneaker space with its women-first footwear range, which will launch with a running shoe. For those getting more invested in high-impact sports, Lululemon’s science-backed, user-minded trainers offer a fresh take on comfort as well as performance.

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?

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.

The launch of Nike (M) marks a turning point in the visibility of active women who want to continue exercising while pregnant and during the postpartum period. Historically underserved, Nike is catering to women looking for activewear that suits and supports the needs of their changing body.