From a dog saving a soccer goal to an NFL player’s troll-tastic handshake, viral sports moments delight and surprise fans. But they also help leagues, teams and athletes connect with audiences and build communities of team loyalty. With social media platforms like Instagram, X and TikTok magnifying every highlight reel, these micro-moments reach far beyond the box score and become global conversations.
This summer, the Olympics dominated social media with “pommel horse guy” earning a bronze medal and a spot on “Dancing with the Stars,” Olympic pole vaulter Anthony Ammirati’s “menstrual malfunction,” and more. But it was a moment that captivated all of us the most when a simple pair of glasses and yellow earplugs allowed Turkish shooter Sevval Dikec to make history in the mixed team 10-meter air pistol event.
While no one expected a gold medal from the 51-year-old, his performance became an inspiration to many for overcoming obstacles and finding success. As a result, the clip of Dikec’s iconic stance was retweeted over 12 million times and went viral on YouTube, TikTok, and social media. The reaction was so powerful that Nike even created a tribute ad to Dikec.