This YouTube video has become a sensation: A group of Chabad-Lubavitch rabbis paring traditional Hora, Texas square dancing and even 1980s style break-dancing at a Houston Rockets basketball game.
Video courtesy of jn1.tv
It may look spontaneous to the untrained eye, but these dancing rabbis have put a lot into this year's "Hoops for Hanukkah."
Since the video was posted online, the rabbis have been experiencing the powerful after-effects of social networks.
Members of the Houston Rockets even distributed pictures of the rabbis as they were dancing via Twitter and, then recorded a Hanukkah classic, posting it up on the team's official Facebook page.
The rabbis are not letting the experience go to their heads, explaining that all the fun has a serious purpose and that the inspiration comes from God.
The rabbis hope the video will promote a positive image of Judaism to the outside world and that Jews will be inspired to bring the rituals of their faith back into their own homes and into their lives.
But that serious impact doesn't preclude a little self-indulgent nostalgia in order to bring a little individual flare to the performance.
The fact that these top basketball stars are also getting in on the act and promoting the rabbis is impacting people's perceptions of Judaism even after the Hanukkah festival has been all wrapped up.