Challenging Perceptions of Women in Sport

Challenge

Basketball’s popularity was on the rise across Canada, but Canada Basketball felt left behind. Weak brand performance was having a negative impact on the organization’s ability to sell / retain partnerships and drive revenue.

Solution

We searched for larger conversations happening in sports and found that we live in a world where girls are twice as likely to quit sports than boys. Where the road to success in sports is more difficult for girls than boys. And if / when girls make it, success is not equal.

We created a campaign called Mad Love to rally women’s sport out from the shadow of men’s and into a light of its own. The words “mad love” came from those who are closest to women’s sport: the fans and the athletes. Pouring over handwritten letters to athletes from fans, we were struck by how often the expression came up.

From there, we turned to Basketball Canada’s athletes to find out what the phrase meant to them.“It takes mad love to play basketball when your accomplishments are diminished,” wrote Mississauga native and Team Canada player Laeticia Amihere. “But our love and passion for basketball conquers all: we are the future of basketball.”

Representation matters. Mad Love aims to challenge the narrative around women’s sport and empower it with the audience it deserves.