Matt is a guy who made a video of himself doing a goofy dance in several interesting locations all over the world. It became a viral hit on You Tube and Stride sponsored him to do a encore tour. The second edition of the video came out 2 months ago and already has over 9 million views! Stride is smart because they have acquired the attention of millions with their "ad", and probably spent less than it would have cost for a traditional ad. They have also created good will by sponsoring something that has entertained and inspired people everywhere.