Modell's Uses Athletes in Disguise to Create a Hit Viral Series
Sunday, February 13, 2011 at 10:13PM 
Over the past few months, Modell's Sporting Goods has released a terrific viral series featuring professional athletes disguised as employees trying to sell their own jerseys.
The series kicked off in December when Modell's teamed up with Reebok to send Patriots RB Danny Woodhead to a retail location to push apparel. Standing 5-feet-9-inches tall, Woodhead served as the perfect athlete in disguise, as he went largely unnoticed and was even referred to as being "too little" by a shopper. The stunt, secretly captured on camera, became an instant hit with fans across the globe and generated 1MM+ views in a matter of days.
The second segment of the series featured prominent Eagles wide receiver DeSean Jackson posing undercover at a Modell's location in the greater Philadelphia area. Unlike Woodhead, Jackson was recognized by several shoppers but the filmed publicity stunt still managed to generate a significant amount of traction online with 108K+ views on YouTube.
After producing two (2) viral hits, Modell's continued the series in February by sending New York Knicks rookie guard Landry Fields to a select retail location. An extremely animated Fields did a tremendous job posing as a Modell's employee named Leeroy Fields. The 6'7 forward did just about everything possible to call attention to himself (and his jersey), helping Modell's create yet another viral sensation.
Check out the three (3) classic retail stunts below:
New England Patriots Running Back Danny Woodhead
Philadelphia Eagles Wide Receiver DeSean Jackson
New York Knicks Guard Landry Fields