Mad Love

Client: MLSE x Canada Basketball

We’ve come to believe that women in sports receive the same faculties, support, and luxuries as men when the truth is far from that reality. Female athletes have to work twice as hard to beat both their peers and the system set against them. They face real everyday adversity with a lack of sponsors, media coverage, league infrastructure, high level competition, and maternity support. And yet, women will never stop playing with a passionate conviction to change the game.

That’s Mad Love.