172 Million Views
Source: Sprout Social · Athletes Unlimited social video analytics · 2025–2026. Year-over-year comparison.
When I joined Athletes Unlimited as Director of Video, I saw an opportunity to rethink how we approached content. We were producing great work, but I wanted us to be more intentional about what we made, who we were making it for, and how each piece could reach its audience.
I led a team of four video producers and six freelance creatives across professional softball, basketball, and volleyball, building a more focused approach to storytelling, production, and platform-specific editing. We experimented with new formats, paid closer attention to what audiences responded to, and found ways to make more ambitious work without losing the personality behind it. In 2026, social video views grew from 82.8 million to 172.7 million, while engagements increased 147%.
Original programming
Developing distinctive series and creative concepts that give audiences a reason to care, from Softball Made to the Word From the Wise mockumentary. Each format was built around personality, storytelling, and a recognizable point of view.
Platform-first storytelling
Thinking about the audience and destination from the beginning. Social-first cuts, stronger opening moments, and editorial decisions tailored to how people actually watch on Instagram, TikTok, and other social channels.
Building the team
Leading four video producers and coordinating six freelance creatives across overlapping seasons and U.S. markets, with clear creative direction, shared standards, and room for each producer to bring their own instincts to the work.
Year-over-year growth
Social video views · millionsGrowth wasn't just about posting more. Publishing volume increased 34%, while video views grew 109% and engagements climbed 147%.
Source: Sprout Social · Athletes Unlimited social video analytics · 2025–2026. Performance reflects the wider video team's work.