The Paralympics TikTok Account: A Bold Approach That Athletes Embrace
To those unfamiliar with it, the official Paralympics TikTok account might come off as insensitive.
The account features videos of para-athletes set to popular sounds that seem to “mock” their movements.
In one instance, Darren Hicks, an Australian cyclist with a right leg amputation, celebrates his time trial gold medal victory in Tokyo with the background sound of “left, left, left” (4.8 million likes). In another, wheelchair basketball players are shown skillfully navigating the court while Jack Harlow’s hit “What’s Poppin” plays. Additionally, sounds from the children’s game “Bop It!” can be heard as blind and vision-impaired swimmers are tapped on the head with foam-tipped poles to signal their approach to the wall.
For those without disabilities, this content might appear offensive. However, athletes from Team USA have expressed their approval of the videos.
“I truly enjoy it. I appreciate all coverage that generates conversation, whether it’s a chance to critique something that wasn’t appropriate or to support some provocative content and affirm, ‘Yes, this is exactly how I feel,’” said Steve Serio, the flag bearer and captain of the wheelchair basketball team. “As Team USA athletes, we welcome all discussions, both on and off the field.”
Craig Spence, the International Paralympic Committee’s chief brand and communications officer, noted that Paralympians have a great sense of humor.
<p”They enjoy making light of these topics, much like everyone else, which is why we decided to embrace a bold approach with the Paralympic TikTok account,” Spence stated.
According to Spence, those who find the content offensive are often not individuals living with disabilities. The man behind the social media posts, Richard Fox, is a former para-athlete.
“I aimed to highlight disabled athletes participating in sports, but in a novel way compared to traditional portrayals,” he shared with AdWeek in 2023, explaining that he wished to avoid “inspiration porn.” “By utilizing trending sounds and formats, that’s how we’re achieving this.”
By the time the 2024 opening ceremony commenced, the @Paralympics account had garnered 4.6 million views.