PlayAI is revolutionising the sports marketing industry with AI-generated athletes — empowering real sportspeople to take control of their own digital presence. Apparent was tasked with crafting a bold new identity that would not only establish the PlayAI brand, but help define this emerging category.

The result is a future-focused brand system that’s confident, dynamic, and tech-native — balancing innovation with a human edge. The visual identity was built to scale across everything from athlete onboarding platforms to brand partnerships, socials, and pitch decks.