About

Semantics of Sport™

We build from sport.

Semantics of Sport™ is a portfolio of research, technology, entertainment IP and consumer brands built around sport.

Our projects explore sport from different directions — as a field of knowledge, a system for human development, a source of technology and products, and a foundation for new forms of entertainment.

Sport is not simply a market we operate in. It is the common foundation behind everything we build.

Why Sport

Sport brings together movement, performance, competition, learning, technology, culture and human behavior.

It creates problems worth solving, systems worth understanding and stories worth telling.

Some of our projects are designed to improve sport itself — through research, knowledge, software, training systems and technology.

Others begin with sport and develop outward into entertainment, media, products and consumer brands.

Different outcomes. One starting point.

Sport.

Our Approach

Research

We study sport as a system — performance, behavior, competition, training, technology and culture.

Research may take the form of formal analysis, visual knowledge, observation, experimentation, data, expert knowledge or the study of existing sporting traditions and practices.

Build

We turn knowledge and ideas into practical systems, tools, products and intellectual property.

That may mean software for athlete development, expert systems, sporting goods, media properties, games, characters, stories or entirely new formats.

Expand

We explore what can grow from sport beyond its traditional boundaries.

That includes new forms of participation, entertainment, media, consumer products and experiences — while keeping sport as the underlying source.

Three Directions

Sport Labs

Research, knowledge, systems and technology for understanding and advancing sport.

Sport Labs develops projects whose primary purpose is to improve, explain or support sport itself.

This includes research and knowledge projects, athlete-development systems, expert technologies, training tools and other applications designed around athletes, coaches, sporting disciplines and performance.

Entertainment Labs

Stories, media, games and experiences built from sport.

Entertainment Labs takes sport as source material for new intellectual property and entertainment formats.

Projects may grow into animated worlds, characters, games, comics, toys, interactive experiences and other forms of media and entertainment.

Performance Brands

Consumer brands creating apparel, equipment and products for sport and active life.

Performance Brands develops physical products and brand identities connected to sport, training and active lifestyles.

The focus ranges from performance apparel and sporting equipment to accessories and broader consumer products shaped by function, design and sporting culture.

One Portfolio, Different Outcomes

A research project, a software platform, an entertainment universe and a sportswear brand may appear to belong to very different industries.

Within Semantics of Sport™, they are connected by a common origin.

Each project begins with a question about sport:

How can it be understood better?

How can athletes develop more effectively?

How can knowledge become a useful system or product?

How can sport become the foundation for a story, a world, an experience or a brand?

The answer may take very different forms.

The starting point remains the same.