As the first Founding Sponsor and the Official Beauty Sponsor of the Toronto Tempo, Canada’s first WNBA team, Sephora Canada set out to redefine what a beauty brand could look like in sport. The campaign pushed back on society’s inclination to put female athletes in a box by celebrating their duality – that they’re not just pretty, but Pretty Badass. We reframed "pretty" as a symbol of strength, confidence, and resilience - proving that being driven, fearless, determined, and badass is all part of being beautiful.