There's a new kind of cult status for HEAD racket rebel Novak Djokovic, with the world No. 2 now a viral hit on the internet. Not only can the Serb count on his natural fan appeal as one of the best players on the ATP - a title threat in every event he plays - the 23-year-old's humorous and amazing encounter with a "perpetual motion" ball-striking racket machine rigged up inside a HEAD laboratory has become a runaway sensation with more than 1 million online viewers watching the three-minute video.
In addition, 10 million unique viewers have visited the more than 50 international sites where the Djokovic video can be seen.
The film cleverly exemplifies HEAD's logo "The Power of You," as it depicts an experiment with tennis balls and racquets using his YouTek Speed Pro, where an astonishing chain reaction unexpectedly delights Novak and his team.
Viewers have been coming in their number in recent weeks as news of the video spreads around the net, with the short film linked on sites ranging from Yahoo Tennis to USA Today GameOn! to International Motion plus noted online platforms YouTube, Facebook and Twitter.
The first of what is expected to be a series of viral films featuring Djokovic was launched on March 24 during the ATP World Tour Masters 1000 tournament in Miami.
Djokovic fans can also watch a film on the making of the popular video, with exclusive behind-the-scenes footage and making of the production.