The Right Way to Build Brand Love by Hopping on Viral Trends

The Paralympics’ lighthearted TikToks contrast the industry's conventional disability content 

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Richard Fox is not interested in contributing to the internet’s abundance of “inspiration porn.” As a former Paralympic athlete and a digital media coordinator at the Paralympics, Fox is playing into TikTok culture to drive a social movement forward. 

@paralympics

Blind swimmers getting bopped. 💥

♬ original sound – Brady

“I wanted to showcase people with disabilities doing sport but in a different way,” Fox said, stressing that audiences often treat these athletes differently and view them as inspirational for merely existing.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in