AKQA / Speedgate
Imagined by AI.
Built by Humans.
Experimental
Brand Creation
AI
In 2019, AKQA partnered with researchers and data scientists to explore a simple question: what would happen if artificial intelligence invented an entirely new sport?
The result was Speedgate—a fast-paced hybrid of rugby, soccer, and American football generated through machine learning. While the rules originated from AI, the challenge was making the sport feel real. Our team developed the visual identity, website, merchandise, launch campaign, and event experience needed to transform an experimental concept into a legitimate sport.
What began as an internal experiment quickly became a global phenomenon, generating more than 800 million organic impressions and earning recognition from major media outlets and sports organizations around the world.
The result was Speedgate—a fast-paced hybrid of rugby, soccer, and American football generated through machine learning. While the rules originated from AI, the challenge was making the sport feel real. Our team developed the visual identity, website, merchandise, launch campaign, and event experience needed to transform an experimental concept into a legitimate sport.
What began as an internal experiment quickly became a global phenomenon, generating more than 800 million organic impressions and earning recognition from major media outlets and sports organizations around the world.
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.
Role
Brand Design Lead
Creative Direction
Design