Sports websites like Adidas and Nike have used more video content since the rise of YouTube and TikTok. Ahead of England’s EURO 2024 campaign, Adidas unveiled a new campaign featuring The Beatles’ ‘Hey Jude’ to tap into England’s hopes. The aim was to reframe national pressure into a message of encouragement; the film was titled ‘Hey Jude, You Got This’. The choice of song referenced Real Madrid player Jude Bellingham, with the video featuring ex-England pros David Beckham and Frank Lampard, as well as musician Stormzy.

Adidas enjoys uniting sportspeople with stars of other fields. For its ‘Superstar, the Original’ campaign, the company recruited Samuel L. Jackson alongside Missy Elliot, GloRilla, Jennie, and Teezo Touchdown. The video began with Jackson saying, “Clocks… the most unmodern things in the world. They don’t rush. They don’t skip ahead. They just wait and watch everything come back around.” The campaign hyped up the “timelessness” of Adidas Superstar sneakers.

Pitchfork’s choice not to fully embrace video

Some sites have chosen not to venture too far into video content. Pitchfork, for example, is known for its text music reviews and longform features. The site’s video content has mostly been limited to sharing news clips and music videos. Pitchfork does have the popular Over/Under series, where musicians rate various cultural activities, pop culture phenomena and artists.

The company was sold to Condé Nast in 2016 and has not really shifted its focus since. Pitchfork recently laid off a significant portion of its staff; if it had moved with the times and embraced video content, perhaps some of the unfortunate writers could have been involved in filmed podcasts or reviews. It may have been a deliberate decision to not turn text reviews into videos, but if Pitchfork had done so, the brand name would likely have rivalled popular video reviewers like Anthony Fantano. By expanding into documentary-style artist profiles or behind-the-scenes concert stories, Pitchfork could have built a stronger visual brand identity and tapped into the huge audience that consumes music journalism primarily through video.

Complex’s series

Other music and culture sites like Complex have gone further into video. The ‘Goes Sneaker Shopping With Complex’ series is an example of how to blend cultural commentary with brand storytelling. It’s also an example of using famous names to suggest an association with your brand. Sports stars like Philadelphia Eagles’ Saquon Barkley, actors like Tom Hardy, and musicians like Eminem have been guests. Some of these videos rack up huge viewing figures (the Eminem edition has been viewed 26 million times). With Complex’s name appearing in the title, underneath the title, and throughout the video, the brand reinforces its cultural credibility and makes itself part of the content. Rather than just product talk, the company is connected with personal stories (such as musicians’ beginnings or personal interests), style, and identity, wrapped up in a format that viewers actually enjoy. The consistency in this type of series helps brands become part of pop culture.

Fitness influencers using storytelling

Gym culture has fully embraced video, with influencers creating countless workout tutorials and behind the scenes training vlogs. Trainers and competitors discuss their exercises, equipment, and nutrition, with some alluding to (or openly talking about) performance-enhancing drugs, such as those at pur-pharma.is/. Many creators mix workout footage with personal updates, product reviews (often sponsored), and tips for overcoming injuries and plateaus. By blending technical advice with more personality-driven content, influencers have built huge, loyal followings and become some of the loudest voices in the fitness and wellness communities.

What these videos have in common

Across various brands – Adidas and Complex included – the most powerful video storytelling follows a few main principles:

• Human connection and authenticity: Featuring real people (athletes, artists, fans) makes the message stronger.
• Cultural relevance: Using music, sneakers, or cultural icons roots the story in something people already feel connected to.
• Emotional arcs: Rather than just product or news, there are themes of motivation, community, and aspiration to build empathy.
• Visual craft: One-shots, documentary styles, and cinematic editing make videos feel more than just an ad or product announcement.

Last word

Video is one of the most effective narrative tools for your brand. You might start with one short documentary, a cultural video tied to a particular moment, or a film that shows a voice in your community or company. No need for Hollywood budgets, but every video benefits from honesty and a well-told story.