In a viral TikTok video posted just before this year’s Kentucky Derby, social media star Griffin Johnson was seen helping wash Sandman, a horse he partly owns and that was preparing to race. The video garnered over 300,000 likes and highlighted Johnson’s growing influence in the traditionally exclusive thoroughbred racing world. With 9.6 million TikTok followers, Johnson is attracting a younger, more diverse audience to the sport, which has struggled to maintain relevance in recent decades.

Embracing his role as a “social media influencer,” Johnson aims to revitalize horse racing by leveraging his massive online presence. He noted strong support from key industry players like Churchill Downs, The Breeders Cup, and the Jockeys Club, which he believes are essential partners in driving change and expanding the sport’s appeal to new generations.