"To promote the Zoo York brand and footwear, we created a viral piece that would connect with the skate/street world. This video had over 1.3 million hits the day it was uploaded to the Web, making it the most viewed video in the world that day. We received confirmation of this from YouTube. Zoo York is all about New York attitude and the 'unbreakable' spirit of the city. New Yorkers share their city with another unbreakable bunch, the almighty cockroach. Why not embrace our resilient little brothers and draw a parallel between them and the Zoo York brand?"