People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

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.

Baesianz FC has created a safe space for Asian women, non-binary, and trans members to play football, creating greater inclusivity and visibility for a traditionally excluded community. How can brands champion local initiatives to address structural inequalities in sports?

Disney has encouraged young girls to play football with an animation that champions England's female national team. With people looking for meaningful ways to combat barriers to participation in sports, brands have an opportunity to create inclusive initiatives that help remove those barriers.

Despite football fandom ever-increasing and diversifying, the beautiful game still struggles when it comes to inclusivity. With fans expecting clubs, associations, and brands to provide more equitable and inclusive spaces, EFL has launched an updated equality, diversity, and inclusion strategy.

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.