“We are shaping culture by giving women’s football a home.”
We speak to Foudys founder Helen Hardy about fans, players and culture - as she opens the world’s first store dedicated to the women’s game.
Common Ground
Original research, insight and inspiration from the Common Ground team – on the impact that movement, nature, sport and nutrition have on who we are, and how we feel.
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Latest posts
Three takes on trail
Everybody's talking about trail, but why do runners and creatives love it so much? Hear it direct from Beth, Nathan and Marek.
Rewrite, listen, reach out
How a running ‘zine has three essential lessons for brands in the distance running space
The New Trail: Brand new insight report, plus Eat Clean Run Dirty on running wild.
Our latest insight report digs deep into how Gen Z are reshaping trail running, while a US-based trail insider explains its enduring appeal, from 'old timers' to right now.
“It just hits different”: Three opportunities for brands to connect with women’s football fans
Women’s football fandom feels different, and not just because the fanbase skews female (and younger). The real difference is in connection – with players, with brands, and with culture.
Brain rot (is it really that bad?), Amsterdam tennis, new sports brands take over, and a podcast: Our December newsletter
Podcast: Amsterdam Tennis Society talks tennis, TikTok, and community-building.
New tennis culture, weekend workouts, teenage rowers, and our latest report: Our November newsletter
Racquet sports are gaining global traction – and our report will help you find common ground with players.
Sportswashing, the power of awe, the best exercise for brain health, and our latest work for Nike: Our October newsletter
Rock and awe - why awe-inspiring experiences can be so transformative.
Club culture, the double standards holding sportswomen back, and how ultra-trail running gives life lessons: Our September news
Double standards?
Superhumans, authentic voices, training and hope: Our August news and insight
Superhuman – or just human?