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The Sport Focus

From a new frontier of female representation to the emerging power of esports, we investigate the state of Sport advertising and its effects.


From knickerbockers to glory – part one

It’s a game of two halves, as shots reflects on the marketing around this summer’s Women’s World Cup. In part one, Carol Cooper takes to the pitch with expert commentators and explores how the fickle fortunes of women’s football down the years fed into the narrative of ‘the struggle’, the legacy of This Girl Can and how brands have backed the rebirth of a sport.


From knickerbockers to glory – part two

In part two of shots’ VAR-enhanced look at the impact of this year’s Women’s World Cup, Carol Cooper joins the pundits to celebrate how, this summer, the shared goals of brands and fans – to engage with a new generation of female athletes – points to a brighter future for the game and its marketing


On Reflection: Eric King on Guerrilla Tennis' rallying cry

The R/GA Creative Director looks back on the iconic 1995 W+K-led Nike spot that saw Spike Jonze pit Sampras vs Agassi on a busy street.

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