When a sports moment goes viral it captures the world’s imagination. From a dog saving a soccer goal to an NFL star’s heartwarming tribute for Memorial Day, these micro-moments transcend their respective leagues and spark global conversation. These moments are more than just awe-inspiring plays or entertaining antics, they help athletes and brands bridge the gap to new fans, build communities of team loyalty and create lasting memories.

No Olympic athlete wants to come up short, but if you do, you can still leave behind a legacy far more enduring than a gold medal. And so it was for French pole vaulter Anthony Ammirati, who had to take a back seat to the legendary champion racehorse Secretariat after failing to clear an obstacle that would have made him a triple crown winner if he’d managed it.

In a sport that largely masks individual style with the armor of team sports, the NBA is uniquely positioned to highlight an athlete’s unique flair and make them a symbol and a paragon. That’s why it’s so fun to be a Shai Gilgeous-Alexander supporter or Joel Embiid apologist; it says something about your personality and your tastes.

And if you don’t believe me, just look at that picture of Syracuse’s Hakeem Olajuwon making the block against Kansas in the 2003 championship game. It might have been one of the most iconic sports choke jobs of all time, but it’s also an image that captures the desperation that a championship team feels in those final seconds of a tight game.