Emma Howe's Insights

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22 September 2026

Super shoes in elite running — World Athletics regulations & legal risks explained

Close-up of a runner's neon green shoes as they race down a city street, with blurred competitors and an orange traffic cone in the background.

Here's how the rapid rise of super shoes is reshaping elite sport — not just in terms of performance but also the regulatory landscape that sits behind it.

18 September 2026

How the WSL is unlocking the next era of women’s football

Close-up of a black football boot with studs beside a red‑and‑white soccer ball on sunlit green grass, with a bright sky and distant trees in the background.

We explore how commercial and digital forces are transforming women’s football — and what stakeholders must prioritise to sustain this momentum.