Mad Love

Client: MLSE x Canada Basketball

We’ve been led to believe that women in sports receive the same resources, support, and luxuries as men — but the reality is far from that. Female athletes must work twice as hard to overcome both their competitors and a system built against them. They face daily adversity: a lack of sponsorship, limited media coverage, underdeveloped league infrastructure, fewer opportunities for high-level competition, and inadequate maternity support.

And yet, women continue to play — with passion, resilience, and an unshakable conviction to change the game.

That’s Mad Love.