When rapper and Toronto Raptors team ambassador Drake rid his sweatpants of lint on the sidelines of Game 1 of the team's playoff series against the Brooklyn Nets, it became an instant joke on social media.
Three games later, as the Raptors return to the Air Canada Centre to play Game 5, it's an official team promotion.
The Raptors have teamed up with Proctor & Gamble to give away official Raptor lint rollers, just like the one Drake famously used. Other companies have jumped aboard, including furniture store Ikea and OVO, October’s Very Own, Drake’s vanity record label.
The brands will be giving 1,200 lint rollers to fans watching the game in the Air Canada's 416 Zone, Maple Leaf Square and online.