The Beautiful GameHow women’s sports partnerships are getting makeoverTuesday 28 Jan 2025
10:00 GMT 18:00 SGT
17:00 GMT 09:00 PST 12:00 EST
SummaryIn an era in which Gen Z and Y value authenticity, women athletes have transformed sporting events into a canvas for personalisation – and beauty and fashion brands were on hand to collaborate. But how exactly did athletes become our new cultural vanguards?
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