It Starts on TikTok: Team GB and Paralympics GB feature in new campaign celebrating discovery on TikTok

Every incredible journey begins with a single moment. Whether searching for #runningtips which eventually lead to running a marathon, or exploring TravelTok to inspire your next holiday. On TikTok, our community is only a swipe away from starting something new.

To celebrate this during a memorable summer of sport, we are launching a new marketing campaign in partnership with Team GB and Paralympics GB, as part of our It Starts on TikTok campaign. It heroes the mindset of athletes starting new endeavours and celebrates the new things that people start after discovering them on TikTok.

The star-studded marketing campaign features some of the UK's most inspiring athletes, including Katarina Johnson-Thompson, Team GB Heptathlete; Lauren Steadman MBE, Paralympic Triathlete; Oliver Lam-Watson, Paralympic Fencer and Delicious Orie, Team GB Boxer. Through the campaign, we share the incredible stories and journeys of these athletes and highlight how they use TikTok to inspire others.

Watch the campaign....

From 8th July, keep your eyes peeled for billboards featuring our campaign and the amazing Olympians and Paralympians' stories up and down the country. The campaign will also feature on TV, radio and socials, and you can watch it in full here...

Meet the stars of our campaign here...

Katarina Johnson Thompson @johnsonthompson
British Heptathlete, holding the record of 6981, Katarina holds 35 national titles and is a three-time Olympian. Thompson was nominated for BBC Sports Personality of the Year after an incredible comeback from an Achilles injury during Tokyo 2020. She is also a BookTok fan!

Oliver Lam Watson @oliverlamwatson
British Paralympian Oliver made his debut in Tokyo and took home bronze and silver medals in the competition. The wheelchair fencer was born with klippel-trenaunay syndrome, with his disability preventing him from straightening or weight-bearing on his legs. He loves finding new recipes on TikTok

Lauren Steadman MBE @laurensteadman
Gold medallist at Tokyo 2020, Lauren is a Paralympic triathlete, who originally debuted as a swimmer before transitioning to a triathlete in 2011. Steadman became a household name from her appearance in Strictly Come Dancing in 2018 and her appointment for MBE in 2022

Delicious Orie @deliciousboxing
British boxer Delicious stormed to success winning gold at the 2023 European Games, securing his ticket to Paris on the way. Orie is often compared to heavyweight champion, Anthony Joshua given his Nigerian heritage and later entry to boxing, with Orie starting aged 18. He uses TikTok for finding motivational content

Speaking about the campaign, Aoife Moran, TikTok Sports marketing lead EU said:"Every day, people come to TikTok and get inspired to try new things. We've seen how this moment of inspiration can snowball into something bigger and can change people's lives. As we look ahead to the Olympics and Paralympics, we wanted to celebrate the power of community, creativity and athletic excellence, and show how our athletes' journeys can inspire people to start something new and embrace their passions."

Stay tuned for more updates and be inspired by the extraordinary tales of our Team GB and Paralympics GB athletes on TikTok. #ItStartsOnTikTok #TeamGB #ParalympicsGB

New to TikTok and want to explore #pottery #running or #cooking? Getting involved couldn't be easier. Simply download the app for free via the Apple App Store, Google Play or Amazon.

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