We’re living in an age where sporting superstars have enough power to challenge organisations and reverse government decisions. But that wouldn’t be possible without the companies that back them. It is these brands that have enabled the renaissance of the athlete activist. 

Sport is arguably accelerating social change more than any other form of culture right now. As the collective power of art, music and film is diluted by technology, sport goes from strength to strength. In the last five years we have seen it play a pivotal role in gender empowerment, racial injustice and political change. And at the heart of sport’s ability to create change is the athlete activist.

The origins of the athlete activist

Athlete activism is not new. As long as there have been people watching sporting events, athletes have used that platform to spark change. For example, it was chariot racers in 532 AD that helped bring down the unpopular Emperor Justinian.

As modern sport evolved so did modern activism and we can trace its presence throughout the 20th...