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How the 'Hide the Pain Harold' meme became the face of a Montreal tights brand

A Montreal tights brand hired the man behind a popular meme to be the face of its brand, but a marketing expert warns the meme can overshadow the product.

Montreal , Quebec , Canada , United-states , Hungary , America , Hungarian , Tieshan-li , Concordia-university , Pain-harold , Vice-president-creative , Elisabeth-couture-doherty