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.

Manchester City’s women will no longer play in white shorts as of next season after player feedback raised concerns about playing when they have their period. As women’s sport grows in popularity, there's a need for innovation that caters to the specific needs of people who menstruate.

The surging popularity of women’s sports is leading more and more brands to back athletes through investments and sponsorships. Fans are increasingly vocal about the need to address discrimination in the sports industry and want brands to prioritize allyship over return on investment.

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.

Traditionally relegated to the role of casual or soft, female fans have long been marginalised. As interest in women's sports grows, will the industry start catering to them? Canvas8 spoke to sports expert Dr. Stacey Pope to find out why female fandom represents such an exciting opportunity for brands.