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.

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.

Hoping to redress the gender bias in a world designed for men, Under Armour has launched a new running shoe specifically for women. Dubbed 'Flow Synchronicity', the shoe was designed through research on female-specific foot anatomy, offering women performance footwear that caters to their needs.

Exercising while menstruating can be an uncomfortable experience yet it's rarely discussed or tackled. With the launch of period-proof activewear, Adidas is hoping to make menstruation less of a barrier to exercise, fulfilling a demand for more adaptive sanitary products.

Open conversations about menstruation among Gen Zers signal a desire to end period stigma once and for all. But given the numerous entrenched taboos surrounding women’s health and bodies, how can brands help them change the narrative and make periods more equitable, sustainable, and shame-free?

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?