The announcement that British athletes Reece Prescod and Ben Proud will compete at the first Enhanced Games event in Las Vegas this May has ignited one of the most provocative debates modern athletics has faced. At its core, the controversy isn’t just about performance enhancement, it’s about what we truly mean when we say sport. […]
Is this the future of sport or the end of it? Read More »
When a purpose-driven brand finds itself at the intersection of sport, culture and technology, the results can be game-changing. That’s exactly what we’re witnessing with Sokito (the sustainable football boot brand) as it takes a landmark step by being included in EA FC 26. As a strategic consultant, I leverage the authentic voices of athletes
Josh Brownhill, a midfield dynamo and respected leader, is set to become the Premier League’s only vegan player.
Josh Brownhill: A Captain for the future Read More »
Football is the world’s game. It crosses borders, cultures, and classes. It inspires billions, generates headlines, drives economies, and creates heroes. But there’s a truth we must face: there’s no football on a dead planet.
There’s no football on a dead planet: How the game can help save the world Read More »
Launched last week, Green Football’s Great Save campaign aimed to raise awareness of climate change within the football world. The initiative drew attention to the staggering 100,000 tonnes of sportswear that enter landfills annually, equating to 500 million football shirts.
What worked and what could have been improved with Green Football’s Great Save Campaign Read More »
Instead of talking about what looks like the crowning of Liverpool as the Premier League champions following a convincing 2-0 away victory over Man City, we’re talking about ethics and the ugly reality of racial discrimination in sports
Does Jamie Carragher deserve a straight red? Read More »
The Enhanced Games is a competition where athletes will be encouraged to use performance-enhancing substances (PES) in the quest for victory.
The Enhanced Games: Are we entering an irreversible shift in the world of sports? Read More »
My prediction is that Sokito is in for a huge year proving that sustainability and performance can coexist
What I learned attending the Sokito brand planning workshop Read More »
Sportswomen are emerging as leading voices for sustainability and social responsibility, leveraging their platforms to inspire change.
Who runs the (ESG) world? Girls….. Read More »
Our attitude and culture towards athletes highlight a troubling trend where brands, pursuing engagement and visibility, participate in public mockery.
Can anything be done to tackle the issue of online abuse targeting athletes? Read More »