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.

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.

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 city of Liverpool was the initial setting for a This Girl Can campaign that focuses on enjoyment in sports. Following research from Sport England suggesting that women face significant barriers to physical activity, the campaign aims to boost participation by highlighting the emotional benefits.

The digital media landscape has transformed how people engage with sports, turning passive viewers into active followers and broadening fan bases around the world. How has Formula One tapped into these shifts, and how may other sports brands and organisations similarly expand their reach?