A small business owner said she was left “disappointed” after a running shoe company asked her to produce 30 custom carabiner kits as gifts for influencers, only to later request the items for free. The creator, who goes by “JUJ” on TikTok, detailed the experience in a video that has sparked conversation about how large corporations engage with small businesses.
In the video, she explained that she had been approached by the company to create the kits, which would feature the brand’s name on the keychain. She said she was initially thrilled by the opportunity, sharing the news with her partner and family. “I was so excited,” she said. “I called my dad, I called my little sister. We were all so excited.”
She calculated the cost for the 30 kits, which retail at $22 each, totaling $660. The creator described her business as a passion project operated from her bedroom, noting she did not turn a profit the previous year. She said she was prepared to dedicate a weekend to assembling the order.
The company’s response led to a change in terms
According to the creator, her excitement turned to frustration after she sent her pricing. She said the company responded that they were “only really looking for in-kind collaborations right now” and offered to reduce the order to 15 kits. On-screen text in her video defined “in-kind” as meaning “no monetary compensation.”
“They wanted it for free. They wanted like 30 kits for free,” she stated in the video. She questioned the ethics of the request, given the company’s size. “I’m just thinking, how are these big companies allowed to take advantage of people like this?” she asked.
The video included on-screen text stating the company’s annual revenue is $1.2 billion. The creator argued that even if the company’s marketing agency lacked the funds, the client should have been approached for payment. “You go back to the client, you ask for that money,” she said.
The creator highlighted the personal cost and broader issue
She expressed that the situation was about principle, not just the dollar amount. “This multi-million dollar company doesn’t need them,” she said, contrasting the request with a scenario where an individual might need assistance. She also mentioned personal financial constraints, saying, “I can’t move, okay, because I can’t afford things. I can’t do things because I’m trying to save my money to adopt a child.”
The video concluded with a shot of a wet stain on her outdoor couch cushion. According to the video’s creator, she explained it rained the previous day and she hadn’t brought the cushions inside, implying she was too focused on her business. “Do better,” she said, looking off-camera.
The video’s caption stated, “It’s weird to ask to steal from small businesses @Brooks Running.” The company mentioned in the video is Brooks Running. As of publication, Brooks Running has not publicly commented on the video.
The TikTok post generated numerous comments from viewers who shared similar experiences or criticized the company’s approach. One comment read, “Mind you $600 is nothing to them, but it makes a difference to a small business.” Another stated, “So tacky to ask a small business for a donation as a million dollar brand spending tens of thousands of dollars to send influencers on a brand trip.”
Some comments focused on broader trends. “AI is making companies think that labor should be free. it’s ridiculous,” one viewer wrote. Another commented, “They want to look like they’re supporting a small business without actually doing it.”
The creator’s account, @juj.junction, features her carabiner keychain kits and other products. Her video sparked a discussion in the comments about the value of small business labor and corporate responsibility.
