AI is everywhere. Mostly, we hear about it taking our jobs and shooting us with lasers. But the truth is, artificial intelligence is a beautiful thing. What if we collaborated with the robots and asked AI to invent an entirely human experience—maybe even a new sport? Would it be playable? Would it be fun?

The answer blew our minds, and has grown to be a legitimate global
phenomenon almost overnight, with people from 50 countries starting teams and half a billion earned media impressions in the first two weeks alone.

A new sport needs an identity however, and our team worked to craft one that emphasized the energy and human aspects of the game. 

Check out the live project ︎

The Launch

What started as an experiment quickly became an obsession. A few weekend tests grew to a full league, with weekly matches and a co-sponsored panel with Nike and offcial recognition by the Oregon Sports Authority.



Design Lead