For the first time ever, Jordan launched a shoe on TikTok – the place their audience is already comfortable, enjoys competition and leads with expression. Through the 36 Seconds of Light Work Challenge, we 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’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.