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.

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.

The AFLW has joined a growing number of professional sporting institutions by removing white shorts from women’s and girls’ kits. With the Australian public keen on their sports, brands can be supporting amateur athletes who might feel anxious about staying active during menstruation.

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.