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.

The City of Bristol Aquatics Club has rolled out various schemes to encourage participation in swimming among ethnic minority communities. The initiative is an example of how brands can help people overcome societal obstruction to make a real difference towards participation and fair access.

After previously being banned at the Olympic Games, FINA has approved Soul Cap, a swimming cap for athletes with natural Black hair. The decision demonstrates the continued drive towards inclusivity in the mainstream as people reject performative gestures and decisions that threaten progress.

With interest in women's sports surging, brands are doubling down on their commitments to diversify the sporting landscape. In recognising the power of defining sporting moments, and launching initiatives to boost inclusivity, Adidas is embracing a new era of sports participation and fandom.

The beauty industry still has a way to go to meet the hair care needs of the Black British woman. And while new brands are emerging to fill this gap, fuelled by active digital communities, their IRL offerings often leave much to be desired. So, how can the sector evolve to become more inclusive?