In July 2021, Black Content Creators went on a strike. They refused to choreograph new dances, calling out a new form of cultural appropriation on TikTok where Black creators were not credited for their creations, but rather white influencers who were performing their dances were. The movement raised awareness for one of TikTok's first injustices: The Renegade Challenge. The platform's most viral hit –#renegadechallenge 120MM Views - transformed the careers of some white influencers, but the real creator didn't receive credit or recognition at the time: Jalaiah Harmon.

Champion, a brand that advocates for true champions and the creator of Reverse Weave hoodie, wanted to reverse the inequity among creators on TikTok and a franchise in decline. To do so, the brand teamed with Jalaiah and reversed the Renegade as a sign of protest.

For the first time, a brand gave visibility to the lack of recognition Black Creators have on the TikTok platform and helped change the narrative by putting the true creator in the spotlight. The challenge united people to support the cause.

Jalaiah launched the same dance, but with the moves in reverse, making it a whole new challenge for TikTok fans. More than reversing the choreography, Champion wanted to reverse views and credits to Jalaiah's profile. And they did. Using a hashtag, people could share and try the challenge. Fans, TikTokers, and even influencers embraced the cause and spread the Reverse Renegade across the internet. It became Jalaiah's most viewed video - even more than the original Renegade – and all the credit went straight to her this time. Champion put Jalaiah in the spotlight, and Jalaiah made Reverse Weave iconic again.

It got impressive results:

*Over 250 million reactions

*+242 increase to engagement rates

*Increased Reverse Weave's sales by 89%

*$1.3 MM in revenue

And most importantly: it became Jalaiah's most viewed video, with 5x more views than the original Renegade. The dance opened the doors for several overshadowed Black content creators to speak out. Many used Jalaiah's post thread to join the movement and ask for support. For the first time, a brand has given visibility to the cause and effectively helped change the narrative by putting the true creators in the spotlight.