2024 WNBA Goods presented by Amex to support nine Canadian female entrepreneurs ahead of second WNBA game in Canada

TORONTO – Ahead of the second Women’s National Basketball Association (WNBA) Canada Game presented by Tangerine, which will feature the Los Angeles Sparks and the Seattle Storm playing a preseason game on Sunday, May 5, 2024, at Rogers Place in Edmonton, AB, the WNBA today announced the second group of Canadian female entrepreneurs whose products will be featured through “WNBA Goods presented by Amex,” a retail platform designed to promote and empower Canadian female entrepreneurs.

As part the program, a limited-edition collection of WNBA-themed merchandise from nine women-founded or owned Canadian independent businesses are now available for purchase. More details about the entrepreneurs and their WNBA merchandise, which can be purchased directly through each retailer’s website, are available at WNBACanadaGame.com.

A portion of proceeds from the sales of all items, which range from $16 to $950 CAD, will be donated to the Canada Basketball Foundation (CBF) to support the growth and development of girls and women through basketball programming.

The 2023 WNBA Goods platform, which launched ahead of the first WNBA game in Canada last year, showcased products and companies from Canadian entrepreneurs who collectively sold more than 90% of their WNBA merchandise offerings. Three retailers from the 2023 collection are returning for the 2024 program: Makeway, Scents by Fay and The Give & Grow.

Below is an overview of the nine women-owned Canadian businesses and their products that are part of this year’s program:

  • Callia Flowers: WNBA-inspired bouquet and modern vase with WNBA League Pass subscription

Callia Flowers delivers exceptional floral experiences to celebrate loved ones, weddings and corporate events across Canada. Originating in Winnipeg, MB and founded by Catherine Metrycki, Callia has been featured on CBC’s Dragons’ Den.

  • Crave Cupcakes: Slam Dunks! Basketball-shaped sugar cookies and classic vanilla confetti buttercream

Crave Cupcakes co-founders Jodi Willoughby and Carolyne McIntyre Jackson are sisters from High River, AB, who sell irresistible cupcakes, cakes and other baked goods from tried-and-true family recipes. Crave bakeries are in Calgary, Edmonton and Saskatoon.

 Justine Ma: Four-pack of basketball-inspired greeting cards and card with WNBA pin

Justine Ma is an Edmonton-based creative, specializing in hand lettering and custom decals, prints and home decor. Justine thrives with bright colours, her family and her community, and is committed to helping build a community of inclusivity, equity and authenticity.

  • Makeway: “It’s Just Basketball” unisex hoodie and water bottle

Co-founded by Shelby Weaver and Abby Albino, both long-standing members of Toronto’s basketball community, Makeway is North America’s first standalone sneaker and streetwear boutique for women, by women.

  • Mallory Tolcher: Laser-cut acrylic backboards with blossom motif and floral basketball rim fine art prints

Mallory Tolcher is a Guelph, ON-based interdisciplinary artist specializing in sculpture and installation. Her art explores the nuances of sport through a female lens, balancing softness and strength through a mix of mediums. Her work has been exhibited around the world.

  • Scents by Fay: Candles featuring the WNBA logo crafted out of solid cement and glass

Founded by Toronto-based Furhana Glass-Smith, Scents by Fay is a hobby-turned-business born out of the pandemic, using clean, natural ingredients to create unique candles and handcrafted home décor pieces.

  • Small Town Boys: Bespoke handbags constructed out of WNBA jerseys and basketballs

Small Town Boys is the brainchild of Rebecca-jo Dunham-Baruchel and Rashelle Campbell from Toronto and Edmonton, respectively, two best friends who design one-of-a-kind, handmade accessories. Founded in 2022, Small Town Boys represents individuality through bold colours, playful prints, and a tongue-in-cheek sense of humour.

 STUDIO S: WNBA concrete court tray, four-pack of concrete coasters and concrete sneaker

Influenced by urban landscapes, STUDIO S is a Toronto-based brand founded by Sylvia Hoang that specializes in creating art from unconventional and industrial materials. Sylvia integrates a passion for fashion, pop and sports culture into her creations.

  • The Give & Grow: Plush basketball pillow featuring the WNBA logo in two exclusive colorways

The Give & Grow is a Toronto-based, women-led community centered around growth. Founder Olivia Ho’s vision is to help positively impact the next generation of young girls and women through sport-inspired home decor, in-house wellness workshops, and female mentorship.

“We are thrilled to once again spotlight an incredible group of Canadian entrepreneurs and their products ahead of what promises to be another amazing WNBA Canada Game in Edmonton next month,” said WNBA Commissioner Cathy Engelbert. “Coming off of last year’s historic game in Toronto, there is incredible momentum around women’s basketball in Canada, and thanks to the hard work of these women and their companies, as well as the support of American Express, these products will allow fans across the country to showcase their passion for the WNBA in creative ways.”

“After benefitting from the success of WNBA Goods last year, I’m so grateful to return to the program and join the talented roster of female entrepreneurs participating ahead of the upcoming WNBA game in Edmonton,” said Furhana Glass-Smith, founder, Scents by Fay.  “In a banner year for women’s professional sports, I’m excited to be part of a unique platform designed to empower women through basketball and beyond, thanks to the WNBA and American Express.”

“A top priority at Amex is to work with organizations that spark interest and bring value to our Card Members,” said Vanessa Crooker, Vice President of Brand, Partnerships and Lifestyle Benefits at American Express Canada. “WNBA Goods presented by Amex is a unique opportunity to bring together a Card Member passion point for live sporting events while spotlighting female entrepreneurs looking to grow their small businesses, and we are proud to be part of it.”

Tickets for the 2024 WNBA Canada Game presented by Tangerine are on sale now at WNBACanadaGame.com. The first WNBA game in Canada on May 13, 2023, in Toronto, set records for attendance, viewership and merchandise sales.

For more information, fans in Canada can follow the WNBA on Facebook, Instagram, TikTok and X, and the NBA on Facebook, Instagram, TikTok and X. Official WNBA merchandise is available at the NBA Store in Canada at NBAStore.ca. 

About American Express Canada
American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and build business success. American Express was established in Canada in 1853 and offers a variety of consumer and business products. Learn more at americanexpress.ca and connect with us on FacebookInstagram, YouTube and X.

About the WNBA
The WNBA is a bold, progressive basketball league that stands for the power of women. Featuring 12 teams and entering its 28th season in 2024, the W is a unique sports property that combines competition and entertainment with a commitment to diversity, equity and inclusion and social responsibility. Through its world-class athletes, the in-game fan experience, TV and digital broadcasts, digital and social content, and community and youth outreach programs, the league celebrates and elevates the game of basketball and the culture around it. In 2020, the WNBA and the Women’s National Basketball Players Association (WNBPA) signed a groundbreaking eight-year CBA that has charted a new course for women’s basketball – and women’s sports overall – with a focus on increased player compensation, improvements to the player experience, expanded career development opportunities and resources specifically tailored to the female professional athlete. Key elements of the agreement are supported through the league’s partnership platform, the WNBA Changemakers Collective, with AT&T, the WNBA’s Marquee Partner and inaugural Changemaker, as well as fellow inaugural Changemakers Deloitte and NIKE, Inc., and subsequent additions Google, U.S. Bank and CarMax. During the 2020 season, the WNBA and WNBPA launched the WNBA Justice Movement forming the Social Justice Council with the mission of being a driving force of necessary change and continuing work regarding women’s and maternal health and voting rights, among other important societal issues.