How do you stand out in a world of short-form entertainment?

I led the launch of the Sports Direct YouTube channel, overseeing the project from strategy and creative development to production and talent management.

Along with the strategy director I built a content framework around three key pillars -football, culture, and entertainment to maximise brand awareness, audience engagement, and drive both online and in-store traffic.

This holistic approach positioned the channel as a dynamic platform connecting sports, lifestyle, and community.

The season ran for six months of creator lead content.

Generating millions of views and helping Sports Direct build partnership content with key brands like Nike and Adidas.