World 1, a new sports-entertainment company backed by investors and Olympic medalists, plans to launch “microsports”: original sporting contests designed for vertical mobile video. Each title can be won or lost within 30 seconds, reflecting the company’s view that audiences and advertising have shifted from television to phone-based feeds.

Its first events will identify the fastest man and woman through a 10-yard sprint chamber, and the strongest through combined bench-press and squat lifts. World 1 says it will earn revenue through advertising, sponsorship and licensing rather than subscriptions or microtransactions; it has also built a modular arena for events worldwide, with its first location and date yet to be announced.