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?

Sports Direct and Copa90 have joined forces in the 'Girls Don't Like Football, We Love It!' campaign, which aims to boost representation and tackle stereotypes in women's football. Despite significant growth in audiences for women's sports, many misconceptions and stereotypes stubbornly remain.

The fashion world is desperate to gain a foothold in football, with brands ranging from Gucci to Converse entering the sport. These brands’ interest in football reflects the changing attitudes of supporters, with younger fans finding new ways to engage and pushing for a more inclusive sport.