Safe Bet
Sydney Sweeney took her clothes off, Novig put its money on everyone looking, and the bet paid off. But when one of sport’s newest businesses reaches for advertising’s oldest trick, who exactly is winning?
Sydney Sweeney took her clothes off, Novig put its money on everyone looking, and the bet paid off. But when one of sport’s newest businesses reaches for advertising’s oldest trick, who exactly is winning?
After Callaway and Good Good Golf’s controversial new ad was pulled, we look at what happens when sports brands get marketing to women spectacularly wrong. And why provocative creative and seriously questionable judgement aren’t always the same thing.
There was a time when WAFCON introduced the world to Africa's brightest footballers. Today, many arrive in Morocco as established stars. The tournament hasn't become less important because of that. If anything, it has become even more fascinating.
Whether you’re braving the queue, scoffing strawberries in the Royal Box or soaking up the atmosphere in the local pub, here’s a comprehensive guide to the leafy south west London suburb from a local
Wimbledon Tennis, for all its grace & strawberries, is the only sporting event where sleeping in a park is considered sensible planning. This is the story of how one writer, armed with a sandwich & a Lime bike took on the most civilised and ridiculous queue in British sport.
The Speed Project is a coveted, near-mythical 340-mile desert race built on the promise of total freedom: no route and no rules. Runner, filmmaker and activist Tilly GW has spent five years helping to make that promise a reality.
Behind a roller shutter on an Amersham industrial estate sits a boxing gym full of young fighters, world-ranked coaches, Pilates mums and two wandering French bulldogs. Evolve Boxing Academy is proof that the best stories in sport rarely live where you expect them.
They say water heals, but can it silence decades of self-doubt? I thought swimming in London would be a bleak compromise, but through early mornings, cold water, and crowded lanes, I found an unexpected freedom—and a way to quiet my inner critic.
As the World Cup arrives in the United States, much of the conversation has focused on what it could do for the men's game. Yet the blueprint for soccer's cultural relevance in America was arguably written nearly three decades ago... by the women.
In Lake Placid, in front of 35,622 fans, Jessie Diggins skied the last race of her career at the first Cross-Country Skiing World Cup Finals ever staged on American snow. We head to one of the most thrilling three-day moments women’s endurance sport has produced in years.