Every now and then, product marketing creates such hype that it becomes its own cultural moment – think Adidas Stan Smiths, Old Spice, and Pokémon Go. The Stanley Cup phenomenon definitely fits this bill and is a masterpiece in the power of well-timed marketing and brand hype. This case study focuses on one man, Terence Reilly, who was also responsible for making Crocs a must-have shoe. In this video, Forbes spoke to a number of product marketing experts to analyze what made the Stanley Cup a must-have.

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