Speed and convenience have become the consumer norm. Since the COVID-19 pandemic, when people worldwide were introduced to instant access to goods and services via apps and digital platforms, the supply and demand considerably grew and splintered. The 'I need it now' culture shows no signs of slowing down, ye...

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.

Female footballers are experiencing discomfort due to their boots, with the market dominated by brands that primarily cater to White males. Although football and activewear brands are taking steps to be more inclusive of women, there is still a demand for more significant change and diversity.

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?

Nike has partnered with Martine Rose for a genderless tailoring and footwear collection inspired by the world's leading footballers. After years of operating in the background, women's sports are finally receiving the recognition they deserve as people demand authentic representation.