Are CVs out and TikTok pitches in?
Designer and content creator Alexei Hamblin has put it to the test.
The 23-year-old began a video series on the platform in 2025, where he suggested how he would revamp "dead" sports brands he had found in retail chain Sports Direct.
It generated hundreds of thousands of views and also got the attention of the retailer's owner, Frasers Group, which invited Hamblin to come and meet with their team.
He tells BBC Newsbeat that he expected to receive a cease and desist letter from the retail giant after describing some of the clothes as "boring" and "tacky PE kit".
