This campaign was all about showing up authentically for our Gen Z audience on TikTok and making them feel more comfortable about their game. We had to leverage voices they respected and cared about enough to want to participate in the Challenge. We used several creators to bring our message to life, from Jordan Brand athletes and influencers to media partners and other local creators, all of which inspired our audience to show off what light work means to them.

Our Jordan Brand clients asked us to figure out a way to spark excitement and generate engagement amongst a globally lapsed Gen Z audience for their latest on-court performance shoe, the AJXXXVI. They wanted us to highlight the shoe's technology and how it could aid any player looking to take their name to the next level. Anchoring the campaign were Jordan Brand athletes Jayson Tatum of the Boston Celtics and Satou Sabally of the Dallas Wings. We were asked to think of ways to tie them, others in our Jumpman Family, and creators that our audience cares about into the execution, building a deeper bond between the AJXXXVI and Gen Z in a meaningful way.

Tasked with making young athletes feel confident and connected with the brand, we saw the perfect opportunity with the launch of the AJXXXVI – highlighting how the shoe could help bring the fun back to the court.

For the first time ever, Jordan Brand launched a shoe on TikTok – the place their audience is already comfortable, enjoys competition and leads with expression. Through the #36SecondsofLightWork Challenge, we tapped into the sneakers’ name and asked our audience to show off the meaning of #36SecondsOfLightWork by demonstrating their special talent or skill within 36 seconds while wearing the AJ36s.

We created a branded effect with TikTok, and utilized Jordan Brand's global talent roster to launch the challenge. Athletes like Jayson Tatum, Te'a Cooper, and Kiefer Ravena participated, as did TikTok creators like OvertimeLarry, BrianaGreen11, and Lethal Shooter, tapping into Jordan Brand athletes and select basketball influencers to issue the challenge.

As Gen Z found their way back to play, Jordan wanted to make them feel confident, excited, and connected with the brand after an extended period off the court. So, we decided to show up where they were spending most of their time competing, TikTok. And because it had been a while since Gen Z had played basketball, we didn't want them to feel intimidated about their game. Instead, we leaned into what made the AJXXXVI the perfect tool for performance: it’s lightweight, versatile and unique design. The combinations of features allows the wearers to play light and effortlessly. With that in mind, we wanted to bring that mentality to our relationship with Gen Z and lean into what makes them unique– their creativity. Launching on TikTok, we asked them to show off any special skills they had, from singing or drawing to draining three-pointers from the driveway.

We launched Jordan Brand’s newest and lightest game shoe, the AJXXXVI, on TikTok through the “#36SecondsOfLightWork Challenge,” which asked our audience to define Light Work by demonstrating their special talent or skill within the allotted time while wearing the AJ36s.

With TikTok we co-created a branded effect that showed off the shoe and served as a 36 second timer. Jordan Brand's talented athletes, Jayson Tatum, Te'a Cooper, and Kiefer Ravena, who had already been testing out the shoe in-game, issued the challenge in their own videos. Then TikTok creators OvertimeLarry, BrianaGreen11, and TheRealLethalShooter caught on and responded sparking excitement among

our Gen Z audience.

In true TikTok fashion, our challenge inspired creativity from people of all walks of life. Users showcased their talent in basketball, karate, futbol juggling, weightlifting, meditation, gaming, dancing, and more. The challenge brought out the ethos of greatness the Jordan Brand represents.

In just three days, #36SecondsofLightWork Challenge reached 79MM users and drove a 16% engagement rate. Based on our brand study, 13% of our audience showed positive sentiment towards the product. Ultimately, the Challenge generated over 8.4B video views and drove strong reach, reaching well over 79.3MM unique users, which was 13% over the US platform benchmark.

By partnering with Gen Z-focused basketball creators and athletes for this challenge, users felt inspired to join in and create their own videos, resulting in a total of 1.59M video creations that surpassed TikTok's platform benchmark of 1M video creations.

The goal of the Branded Effect was to deliver engagement in an interactive way - and it was able to achieve exactly that. In the US, the #ItsLightWork garnered a total of 5.5M views, 91.8M impressions, and was used by over 607K people within just 3 days, far exceeding platform benchmarks.