In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

Sports Direct and Copa90 have joined forces in the 'Girls Don't Like Football, We Love It!' campaign, which aims to boost representation and tackle stereotypes in women's football. Despite significant growth in audiences for women's sports, many misconceptions and stereotypes stubbornly remain.

Darts sports fans are ushering in a new era of fandom, a sense of togetherness built on community and accessibility within this social-first sport. As the one-niche sport gains mainstream appeal, what can the sports and entertainment sector learn from darts and its inclusive, imperfect charm?

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.

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?