Sports, Talent Management, Creator Economy
Enabling athletes to grow their business with no extra work.
Sports, Talent Management, Creator Economy
The Challenge
Elite athletes are brands in motion. But while they train, travel, and compete, their commercial potential often sits idle. Social media and creator platforms promise revenue—but demand constant content creation, brand deals, and admin. It’s effort athletes don’t have time for, and energy they can’t afford to split. The market lacked a sport-specific platform that respected the athlete’s primary job—performance—while unlocking the business of being an athlete.
What we did
Product Strategy
Brand Design
Product Design
Marketing Website
Services
Innovation Strategy, Product Design, Brand Design, UX Design, AI, Front-end Web Development
Key insight
Working closely with the founding team, And Now helped Immortalized define its product and brand from the ground up. We shaped a strategy that blended commercial ambition with hands-off execution—enabling athletes to grow their business with no extra work. We created the visual identity, product architecture, and UX for the platform. We also developed the consumer-facing brand—DotLive—which successfully launched in 2025 with Australian cricketer Glenn Maxwell as the flagship athlete.
The Solution
Most tech is athlete-adjacent, not athlete-centered. It treats them like creators or influencers—offloading more work in return for more reach. Our approach flipped that. We focused on protecting the core asset: athlete time and focus. Every element of the platform, from fan engagement to sponsor activation, is designed to happen automatically. AI-generated content, real-time performance triggers, and intelligent merchandising work quietly in the background, letting athletes stay in the zone while the business builds itself.
Key Insight
The Immortalized model connects content, commerce, and sponsorship into a single system—automated by AI and orchestrated by data. With a single signup, athletes unlock a full suite of revenue tools: an AI-powered Game utilizing live-math data, eCommerce, digital collectibles, and gamified rewards. This product system was launched under the consumer brand DotLive, giving each athlete their own live digital storefront—glennmaxwell.live being the first of many. The clarity of the offer became a superpower: everything in one place, nothing more to manage.
Key Insight
Behind the platform is a team with lived experience: athlete managers, startup operators, and tech execs who know what actually matters. We captured that edge in a brand that speaks directly to performance-minded athletes and their teams. It doesn’t pitch hype. It promises results. With a bold name, confident tone, and ultra-simple design system, Immortalized shows up like a trusted extension of an athlete’s inner circle—quietly powerful, ruthlessly effective, and built to last.
Copyright © 2025 And Now Partners Limited
