Ralph Lauren’s TikTok Campaign Around the US Open Is a First for the Platform

The brand is asking users to participate in a hashtag challenge

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As the U.S. Open ramps up with brand activations, Ralph Lauren is rolling out a new campaign tied to the sporting event on TikTok.

Ralph Lauren is using both the sponsored hashtag challenge offered on TikTok and the platform’s latest offering, which lets consumers buy products within the app, called hashtag challenge plus. This marks the first time a luxury brand has rolled out a campaign on the platform and one that’s specifically tied to a sporting event.

“We really see this as a full-funnel campaign,” said Alice Delahunt, chief digital officer at Ralph Lauren.



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