Athletics partnered with the True/Slant team to launch trueslant.com, an original content network tailored to the "entrepreneurial journalist". Athletics developed the True/Slant name, brand identity, as well as core site concepts, information architecture and final visual design.
True/Slant launched an alpha product in April 2009. Within a year the site had grown to represent more than 300 writers, serving traffic to more than 1.5 million unique visitors per month. In May 2010, True/Slant was acquired by Forbes Media. The True/Slant platform now powers Forbes' contributor publishing system.