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For British runner Josh Kerr, the moment that makes the hairs on his neck tingle every time he watches it is Roger Bannister's historic achievement in 1954 – becoming the first person to break the four-minute mile barrier. Now, Kerr intends to stand on the shoulders of track and field's giants by attempting to break the world mile record himself at the London Diamond League in July."This record needs to be brought home," Kerr declares. "This is a British record. This is a British distance. And so it would be doing a disservice to the UK to not be doing it at home. It's why I can't do it anywhere else."The 28-year-old faces a significant challenge. The world record of 3:43.13 was set by Hicham El-Guerrouj in July 1999, while Kerr's best is a shade over two seconds slower. However, with focused training, a new shoe from sponsor Brooks, the support of his 16-strong entourage and 60,000 fans at the London Stadium, Kerr believes he can break the long-standing record."People [say:] 'The sport needs more rivalries,'" Kerr explains. "I don't agree. I think the sport needs more moments. We need a reason to watch. And so that's where this comes from. This is the time to go after these big moments. I have a big target of what time I want to hit. I think it's going to be pretty special."Kerr's credentials are impeccable. He is a world 1500m champion and an Olympic silver and bronze medalist over the same distance. Last weekend, he further demonstrated his form by winning the world indoor title over 3,000m for a second time."I've been in shape to run the record multiple times over the last couple of years," Kerr states. "And so there's specific key sessions, we will have KPIs [key performance indicators] going into it."To achieve his goal, Kerr plans to focus on running between 55 and 56 seconds pace for each of the four laps. "There's a lot of muscle memory with stuff, and so we'll do a lot of training at pace," he explains. "We're three or four months in deep into the mental training of it. There's a lot going on behind the scenes already. The whole season is towards this."While Kerr has his pacemakers "signed, sealed and delivered," he insists this will be a proper Diamond League race rather than a time trial. "There will be some restrictions," he says coyly when asked about potential rivals. "I'm not scared to race people. I think certain athletes will have obligations elsewhere. But it's not going to be a closed-off race."A crucial factor in Kerr's favor is the quality of his support team. "Danny's the mastermind behind everything," Kerr says of his coach Danny Mackey. "He's my head coach and team leader. Then you've got Julian, who's an assistant coach, and my wife, who helps with everything."The team also includes Kerr's mother as head physio, a "super-manager and assistant" called Nicole, a chiropractor, massage therapist, two strength and conditioning coaches, a performance and mental coach, a nutritionist, a full-time chef, and a videographer and social media assistant. Race agent Ray Flynn and management company Forte complete the 16-strong squad."I have a lot of respect for this record," Kerr concludes. "But I believe that I have the ability and the people around me that will help me get there. This record is one of the most important we have in track and field. The time is now. It's time for that record to be renewed."

Senegal's national football team took to the pitch at the Stade de France with the Africa Cup of Nations (Afcon) trophy, defiantly displaying their claim to the title despite being stripped of it earlier this month. The team, led by coach Pape Thiaw, paraded the trophy before their World Cup warm-up game against Peru, which they won 2-0.Nicolas Jackson scored four minutes before half-time and Ismaïla Sarr added a second in the 54th minute as Senegal secured their first win since January's Cup of Nations final. The team's captain, Kalidou Koulibaly, and his teammates came out on to the pitch with the Afcon trophy for a lap of honour after a pre-match concert by the Senegalese singer Youssou N'Dour.Senegal have launched a legal battle against the decision to strip them of the trophy and award it to Morocco. The Caf appeal board awarded Morocco a 3-0 victory on 17 March because Senegal staged a 14-minute walk-off during January's final in Rabat in protest against the award of a penalty to the hosts in added time immediately after Senegal had had a goal ruled out.Coach Pape Thiaw emphasized that his team considers themselves African champions, stating, 'We know we're African champions. We're going to keep working to win more trophies. It's clear in our minds that competitions and trophies are won on the pitch.'Thiaw also highlighted the importance of not getting distracted by the controversy, saying, 'The most important thing is not to get distracted.' Senegal lodged an appeal this week with the Swiss-based court of arbitration for sport.In a related development, Morocco drew 1-1 against Ecuador on Friday in a friendly in Madrid, their first match since the final and the controversial decision to punish Senegal. Morocco's coach, Mohamed Ouahbi, expressed satisfaction with the draw against the 'African champions,' highlighting the strength of his team.

The growing influence of political deepfakes is a pressing concern, as AI-generated content becomes increasingly sophisticated and accessible. Online content creators are not only building fake images and videos of prominent public figures but also fabricating people and using them in military contexts, which can make them money and serve as effective propaganda.According to experts, some of these online avatars are sexualized images of women wearing camouflage garb that have generated a significant audience and helped create an idealized image of political figures like Donald Trump, even if the viewer knows the content is not real. Daniel Schiff, an assistant professor of technology policy at Purdue University, notes that "we are blending the lines between political cartoons and reality," and that "a lot of people feel like these images or videos or the stories they convey, feel true."The amount of political deepfakes has increased dramatically in recent years, with over 1,000 English language social media posts featuring fake images or videos of prominent political figures and politically important social issues and events cataloged by the Governance and Responsible AI Lab (Grail) since the start of 2025. In contrast, the organization recorded 1,344 such incidents in the previous eight years combined.The uptick is largely due to improvements in generative AI technology, which has made it "trivially easy to generate a scene that looks pretty realistic and to place real individuals into scenes," according to Sam Gregory, executive director of Witness. The fake avatars, which mimic real ordinary people rather than known figures, are a different matter again.Researchers worry that things will only get worse, with the technology used to build AI-generated content like Jessica Foster potentially being used to produce "AI swarms" capable of "coordinating autonomously, infiltrating communities, and fabricating consensus efficiently." However, humans can still stop malicious actors from using AI to destabilize society by implementing technical standards for content provenance and authenticity and ensuring that technology companies label AI-generated content.

The recent video of McDonald's CEO Chris Kempczinski sampling the chain's new 'Big Arch burger' sparked widespread ridicule. This incident highlights a growing trend: CEOs and corporate leaders increasingly seeking to center themselves in the spotlight. This phenomenon, which can be termed 'CEOism,' raises important questions about the motivations behind it and its impact on consumers.Examples of CEOism abound. During the Super Bowl, the founder of Ring featured in the company's ad, only to face backlash for the dystopian undertones of the doorbell technology being promoted. In the sporting world, Fifa president Gianni Infantino has taken to inserting himself into high-profile events, including interrupting the start of the World Cup to give a welcoming address and unveiling the official sticker album.The reasons behind CEOism are complex and multifaceted. On one hand, companies are seeking to be seen as more relatable and approachable, which may explain why CEOs want to center themselves in advertising. On the other hand, the current cultural and political climate appears to have emboldened corporate leaders, who now seem more willing to express their opinions and insert themselves into public discourse.The article's author, Larry Ryan, expresses skepticism about the trend, suggesting that CEOs are mistaking interest in their products with interest in the people themselves. He longs for a time when CEOs focused on financial performance rather than seeking to be in the spotlight.However, some argue that audiences want to hear from the people behind brands and that 'CEOism' can be an effective marketing strategy. The success of podcasts like 'The Diary of a CEO' and social media influencers suggests that people may indeed be interested in hearing from corporate leaders.

In a significant development that underscores the evolving nature of modern conflict, Iran has begun placing messages directly on its missiles, marking a new frontier in the global war of narratives. This strategy represents a sophisticated blend of military capability and psychological operations, designed to communicate political statements while showcasing technological prowess. The practice of inscribing messages on missiles appears to be part of Iran's broader strategy to project strength and assert its position in regional power dynamics. By combining military demonstrations with ideological messaging, Tehran is attempting to shape international perceptions while deterring potential adversaries. This development comes amid intensifying information warfare between Iran and Western powers, with both sides employing increasingly sophisticated methods to influence global public opinion. The use of missiles as communication platforms represents an escalation in this conflict, transforming conventional weapons into instruments of strategic communication and psychological influence. Analysts suggest that Iran's missile messaging serves multiple purposes: demonstrating technological advancement, asserting regional dominance, and communicating directly with domestic and international audiences. The messages often contain political slogans, religious references, or threats against perceived enemies, creating a powerful visual impact when shared through state media. The trend reflects a broader shift in modern warfare where the information domain has become as crucial as the physical battlefield. Nations are increasingly recognizing that shaping narratives can be as strategically important as military capabilities themselves, particularly in conflicts where direct confrontation carries significant risks. As this practice continues to evolve, it raises important questions about the future of deterrence strategy and the boundaries of psychological operations in international relations. The convergence of military hardware and information technology suggests that we may see further innovations in how states communicate their intentions and capabilities in an increasingly complex global security environment.

Italian regulators have launched an investigation into Sephora and Benefit Cosmetics, both owned by the French luxury group LVMH, over allegations of using 'covert marketing strategies' to sell beauty products to young girls. The probes aim to determine if these brands have been targeting minors with skincare products, such as face masks, serums, and anti-ageing creams, potentially fuelling an unhealthy obsession with skincare known as 'cosmeticorexia'.The Italian Competition Authority stated that the investigations were opened over concerns that important information – such as warnings and precautions for cosmetics not intended for, or tested on, minors – may have been omitted or presented in a misleading manner. The regulator expressed concerns that the frequent and combined use of a wide range of cosmetics by minors, without proper awareness, may be harmful to their health.The trend of young girls and teenagers being drawn to high-end beauty products has been driven by skincare content produced by beauty influencers, many of whom are tweens and teens themselves. This phenomenon, known as 'Sephora kids', has met a backlash from dermatologists who argue that children do not require beauty products and that this early focus on appearance can create anxiety over how their skin looks.Sephora has previously sought to distance itself from this trend, with its North America CEO, Artemis Patrick, stating in a 2024 interview that 'we do not market to this audience'. However, the regulator alleges that the company has adopted a 'particularly insidious marketing strategy' involving the use of 'very young micro-influencers who encourage the compulsive purchase of cosmetics among young people, a particularly vulnerable group'. LVMH said that it, Sephora, and Benefit would 'fully cooperate with the authorities' but declined to comment further, reaffirming their strict compliance with applicable Italian regulations.

Ali Ahmed experienced goose bumps watching Canada walk out at the last World Cup, a surreal moment for the winger who had never witnessed his nation compete on football's biggest stage. This time around, he'll not only be at home but at the heart of the action in two cities that hold special significance for him.Jesse Marsch's Canadian side faces Qatar and Switzerland in Vancouver after an opener against a potential European playoff winner in Toronto. An encounter with Italy in Ahmed's hometown would carry particular weight, given the city's substantial Italian population and his parents' Ethiopian heritage with their love for Italian football. Football has been ingrained in his family since childhood, a passion that has guided his remarkable journey.On the outskirts of Toronto, a teenage Ahmed used to sneak onto Toronto FC's training pitches before dawn for kickabouts with friends. His persistence and determination eventually led him to professional football, though not through the conventional path. At 17, he turned down a Toronto FC academy spot to pursue opportunities in Portugal, Spain, and the Netherlands, facing numerous challenges along the way.Now at Norwich City since January, the 25-year-old has established himself as a key player on the left wing, contributing significantly to the team's improved form in the Championship. Ahmed started all seven Norwich matches during Ramadan, waking before 4am for Suhoor, the pre-dawn meal. His experience fasting during a crucial period of the English season has been a learning curve, though he's noted the exceptional support he's received in England.Ahmed candidly discusses his upbringing in Toronto's Lawrence Heights neighborhood, an area experiencing significant gun violence. Despite the challenges, he describes a close-knit community where people supported each other. Football provided an escape route, leading him to opportunities he never anticipated.His career has seen remarkable highs, including playing against Lionel Messi's Argentina at the Copa América and scoring in the MLS Cup final defeat to Inter Miami. After being knocked unconscious during a Canadian Championship match in 2023, Ahmed's determination only grew.As Canada prepares to host the World Cup, Ahmed sets ambitious goals: "I want to win our group. And then from there, into the knockout rounds. It's important to have that belief that we can play with anybody. Why not?" With home advantage in two cities that mean the world to him, Ahmed sees the perfect setup for both himself and the Canadian team.

A recent study conducted by researchers at Adelaide University has revealed that sperm in microgravity environments become disoriented and struggle to navigate through a simulated female reproductive tract. This finding has significant implications for the future of human reproduction in space, particularly as plans for lunar and Mars settlements gain momentum. The researchers used a machine to mimic microgravity, similar to the conditions experienced by astronauts on the International Space Station. They found that sperm tumble around like untethered astronauts, unable to determine their direction. This disorientation resulted in a 40% reduction in the number of microgravity-exposed human sperm that successfully navigated the maze compared to the control group. The study, published in the journal Communications Biology, highlights the challenges of reproduction in space. Dr. Nicole McPherson, the lead researcher, noted that understanding the effects of microgravity on sperm navigation is crucial for the success of future space missions. The study also found that adding progesterone helped overcome the sperm's disorientation, suggesting a potential solution for improving fertility in space. The research has broader implications for both space exploration and earthly reproductive science. As NASA's Artemis mission and private companies like SpaceX plan for human habitats on the moon and Mars, understanding the effects of microgravity on reproduction becomes increasingly important. The study's findings also contribute to the ongoing discussion about the feasibility of human settlements on Mars and the need for sustainable reproductive technologies. The Adelaide researchers collaborated with the university's Andy Thomas Centre for Space Resources to conduct the study. Their work builds on a history of research into reproduction in space, including NASA's 2018 mission to study the effects of weightlessness on human sperm. As space exploration advances, the need for further research into reproductive health in space becomes increasingly urgent.

A recent study has found that sperm deteriorates over time as it remains in the body, leading researchers to suggest that men who ejaculate more frequently may have better sperm quality.The study, which combined 115 human studies involving nearly 55,000 men and 56 studies on non-human species, found that the longer men went without sex, the more their sperm showed signs of DNA damage and oxidative stress, and the more tests rated the sperm as less viable and poorer swimmers.The World Health Organization (WHO) recommends men abstain from ejaculating for two to seven days before giving sperm for fertility tests or IVF, but the guidelines were designed to obtain the highest sperm count rather than prioritizing the best quality sperm.Dr. Krish Sanghvi, lead author of the study, said: "In men, the negative effects we found on sperm DNA damage and oxidative damage were large-ish, so we are confident that this is a biologically meaningful and important effect."The study's findings suggest that clinicians and couples should reconsider whether long abstinence is always good, as abstinence leads to deterioration in sperm quality.For couples trying to conceive naturally, a balance between quantity and quality needs to be struck, with abstaining for too long or too little potentially affecting sperm quality and quantity.Experts say that for assisted reproductive technology (ART) treatments, it's having the freshest, most healthy sperm that is probably more important, and that the two to seven days abstinence rule may not be as crucial when IVF treatment is taking place.