Novig released a 1-minute advert featuring Sydney Sweeney, which has opened up the conversation of sexualisation and empowerment of women in marketing.

From LEGO's life-sized F1 cars to Vaseline's nipple stops at the London Marathon, proof that the best campaigns don't sell you a product, they sell you a reason.

On 13 November 2025, Sky Sports launched a new TikTok channel under the username @skysportshalo, which was created with the purpose of giving female sports fans an inclusive space to learn about the industry. They were welcomed into the social space by the main Sky Sports channel, which introduced the account as ‘the lil sis of Sky Sports’. What should have been a platform to enhance the voice of women in sports quickly became a stereotyped, tone-deaf channel in the space of

The early 2000s marked the start of CrossFit, a fitness movement focused on high-intensity workouts. What began as 70 athletes back in 2007 grew quickly, reaching 380,000 participants a decade later. At the time, CrossFit was widely viewed as the future of mass-participation functional fitness. Despite this, the trajectory didn’t continue as expected, with participation between 2018 and 2020 declining by over 45%. By 2025, CrossFit recorded its lowest participation level in m

A 2021 research study on objectification, empowerment, and the male gaze in sports marketing, surveying how the public and the athletes themselves are redefining who gets to look, and who gets to be seen.

This is a study I completed in 2020 using half-marathons, marathons, and ultra-marathons as an example. I have removed sections of this report for the purpose of online publication. Research surrounding endurance event participation has been a growing topic since early research from Curtis and McTeer (1981) was published, outlining the motivation for running. Although such studies have recognised the growth of the customer-centric world (e.g., Fill, 2011, p. 5; Shank and Lybe

Take a deep dive into my history with sports and how I want to have a front seat in this conversation.