Stanford’s Sports Equity Lab Partners with Ethical AI Platform Amoofy to Transform Sport Through Storytelling

In a strategic move to reshape the global sport ecosystem, Stanford University’s Sports Equity Lab (SEL) has announced a groundbreaking partnership with Amoofy, an ethical AI storytelling platform, to elevate underrepresented voices and drive systemic reform across sport.

The collaboration aims to harness the power of ethically-driven technology and human-centered storytelling to surface lived experiences—particularly from athletes, coaches, and communities who have long been excluded or silenced in sport.

“It’s not sport alone that changes the world. It’s sport done well—safe, responsible, inclusive,” said Yetsa A. Tuakli-Wosornu MD, MPH, a world class athlete and Harvard-trained physician, now leading Sports Equity Lab.. “The power of sport lies not just in its spectacle, but in its ability to reflect and reshape society.”

Addressing the Unspoken Realities of Sport

Despite sport’s often-celebrated role as a unifier, today’s systems continue to mirror societal inequities. Global data presents a sobering picture:

• 1 in 3 women experience gender-based violence (UN Women, 2023)
• 1 in 5 NCAA athletes report abusive coaching practices (SEL, 2025)
• 1 in 7 people globally live with a disability and often face exclusion from sport (WHO & World Bank)
• Physical inactivity contributes to 5 million deaths annually (WHO)

By leveraging AI to detect patterns in personal narratives, the SEL–Amoofy partnership aims to transform these stories into actionable insights that influence policy, governance, and grassroots reform.

Ethical AI, Real Impact

At the heart of the initiative is Amoofy—short for A Moment of You—a Public Benefit Corporation built on transparency, privacy, and consent. Unlike traditional tech platforms, Amoofy does not extract or commodify data but instead ensures that narrative ownership remains with the community.

“Stories shape how we see the world, and in sport, they hold the key to building a more just and inclusive future,” said Luis Duarte, CEO and Co-founder of Amoofy. “At Amoofy, we believe in the healing power of stories—both at the individual and systemic level. Our ethical AI is designed to protect and empower voices, not exploit them.”

The collaboration will include the collection and analysis of first-hand accounts from athletes, coaches, and spectators, with a focus on detecting recurring themes such as discrimination, mental health, resilience, and leadership.

“We already know the problems,” said Yetsa. “What we’re doing now is surfacing the solutions—many of which already exist within sport itself, waiting to be heard and scaled.”

Shaping the Future of Sport

The long-term vision includes developing resources and platforms that turn these insights into impact:

• Educational toolkits and advocacy materials based on lived experiences
• Training content for sport federations and leadership programs
• A secure digital space for athletes to share stories and report abuse safely

“Imagine a young athlete’s story of gender-based discrimination sparking global policy change,” said Duarte. “Or a village coach’s inclusive method being adopted by Olympic training programs. That’s the future we’re building.”

While sport has led the way in anti-doping, cross-cultural exchange, and health promotion, SEL argues it’s time for the sector to also lead in justice, ethics, and inclusion.

“Sport must no longer lag behind in matters of gender equity, abuse prevention, and representation,” said Yetsa. “This partnership is about ensuring sport becomes a leader in setting ethical standards—not just on the field, but across society.”

Call to Action

This partnership between Stanford’s SEL and Amoofy signals a critical shift in the global conversation around sport, technology, and equity. Stakeholders across leagues, federations, media, and education are invited to participate.

“This is not a tech project—it’s a cultural movement,” Duarte concluded. “We’re ensuring the hidden wisdom within sport is not just preserved, but used to drive lasting change.”

To learn more about the initiative and get involved, visit: https://rtdnglobal.com