The 2016 Olympics have been rife with sexism - from the journalist who labelled Judo champion Majlinda Kelmendi's contest as a "cat fight" to those who shamed Helen Skelton's short dress on Twitter, saying her legs "distracted" them from the coverage... It's been pretty s**t for those who have been on the receiving end of some of the derogatory reporting that has gone on. But it's been remedied by something awesome: that is, female Olympians from different countries and teams are rooting for and supporting one another.
It has never been easier to connect brands with audiences, particularly with the integration of technology in everyday life. Digital innovations offer more opportunities to engage and fully immerse people in experiences, and this year's Olympics will be no exception. Brands are embracing the latest technology and adapting to a changing world of innovations to reach their consumers and enhance their experiences, whether they are in Rio or watching from home.