For children affected by life-threatening illnesses, a wish can be a powerful thing. In 2016 #DoTheLivi taught us just that, so when asked to do it again, we said hell yes. That's because we know wishes give kids hope, courage, and for 18-year old Jayden Strauss, a legacy to help grant more.
Inspired by the fire in his fight and his love of basketball, King Jay was born. A brand designed to unite us all, the shoelace is a sign of solidarity in the face of adversity. With all proceeds benefiting the Children’s Wish Foundation of Canada, consumers were invited to visit kingjay.org to join the kingdom. Because together is stronger.
To date, the sale of King Jay merchandise has funded an additional twelve wishes. The content piece, which was picked up by the NBA also won Silver for Branded Content at the Marketing Awards.
