Unscriptd aims to let Cristiano Ronaldo, others build brand

Cristiano Ronaldo and Lionel Messi have signed up to use a social-media platform called Unscriptd, which aims to connect athletes to fans directly via short videos.

Andre Agassi and former Nike executives are part of the group leading Unscriptd, which is formally being launched Wednesday after a year of testing.

Athletes use their mobile phones to shoot and self-publish videos of up to two minutes that are posted to sites such as Facebook and Twitter and collected at the project's self-titled website.

CEO Brent Scrimshaw says Unscripted allows ''athletes to share, in an unfiltered way, not only an insight into their professional world … (but) also an insight into their personal world.''