Power in Pink: U of T Women's Basketball

XEIST x Varsity Blues: Playing for Purpose with “Think Pink”


In January, XEIST proudly partnered with the University of Toronto Varsity Blues Women’s Basketball Team in support of the 17th annual U SPORTS “Shoot for the Cure” campaign—an initiative uniting basketball programs across Canada to raise awareness and funds in the fight against breast cancer.

A Purpose-Driven Jersey

For this year’s campaign, the Varsity Blues hit the court in limited-edition “Think Pink” jerseys, designed in collaboration with XEIST. These jerseys were more than performance wear—they carried meaning, purpose, and solidarity.


Crafted in a striking light pink base with bold hot-pink accents, the design featured:

  • TORONTO Varsity Blues wordmark across the chest, paired with a symbolic maple leaf to showcase pride and unity.

  • Player numbers in vibrant pink, standing out as a bold statement of strength.

  • OUA and XEIST branding woven seamlessly into the design, marking the collaboration and commitment to cause-driven sport.

  • Subtle side panel graphics highlighting words like strength, courage, heart, resilience, and hope, reinforcing the campaign’s message.

Every detail was intentional—turning the jersey into both a piece of athletic gear and a visual tribute to those impacted by breast cancer.

The Power of Sport to Drive Change

Since its inception in 2007, “Shoot for the Cure” has raised over $1.6 million for the Canadian Cancer Society and local cancer foundations across the country. The campaign is a reminder that sport goes beyond competition—it has the ability to inspire, unite communities, and drive meaningful change.

By stepping onto the court in pink, the Varsity Blues joined dozens of other programs nationwide, amplifying awareness and supporting fundraising efforts for life-saving research. The night was filled with energy, passion, and purpose, proving that when athletes play for something bigger than the game, the impact is lasting.

More Than a Game

From the pink ribbons worn by fans and staff to the emotional moments shared courtside, the Varsity Blues’ participation was a celebration of resilience, hope, and community. These jerseys—and the women who wore them—represented more than basketball. They represented the fight, the courage, and the heart behind the mission to end breast cancer.

Together with XEIST, the Varsity Blues used sport as a platform for good—because every basket, every jersey, and every voice matters in the battle against breast cancer.

✨ Relive the game and the movement. Think Pink. Shoot for the Cure.



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